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The Grocer’s 
Window Book 

A Compilation of Practical Plans for 
Displaying Merchandise in the Gro¬ 
cer’s Window, together with Ideas on 
Store Fronts, Planning of the Store, 

Show Card Writing, Lighting and 
Photographing the Store Window. 


FOURTH EDITION 





By C. F. BROWN 

EDITOR OF THE MODERN GROCER 


i ' J > 
> > 


THE MODERN GROCER PUBLISHING CO. 

CHICAGO 









THE GROCER'S WINDOW BOOK 
Copyright 1923 

BY 

THE MODERN GROCER PUBLISHING COMPANY 
Chicago, U. S. A. 


MAY 28 1923 

©Cl A 7 05808 

/\vaS> \ 






dfetail Grocers of the United States 


In dedicating this fourth edition of The Grocer's 
Window Book to the retail grocers of the United States, 
the publishers present plans and designs of zvindow dis¬ 
plays which arc intended for adoption in the windows of 
those grocers who realize the advertising value of a clean, 
attractive and dignified window display. These sug¬ 
gestions are offered with the hope that they may be of 
material aid to grocers and their clerks ivho desire to 
secure the greatest possible benefit from their window 
displays. 


♦ • 



FOREWORD 

The Purpose of the Grocer’s Window Book 


T HE Grocer’s Window Book, since its first appearance, has filled a 
long-felt want in the grocery field. Nothing had been provided 
previous to the first edition which filled the requirements and needs 
of thousands of grocers in the United States for suggestions on proper 
display for the windows of their stores. The first edition met with an 
enthusiastic response. So, too, did the second and third editions. And 
now the fourth edition, revised and augmented, makes its appearance to 
further provide suggestions and material for the grocers for whose use 
it is intended. 

The fourth edition of The Grocer’s Window Book fills a need which 
is still as urgent and a demand as insistent as when the first edition was 
published. Especially during the past few years, when there has been a 
more keen spirit of competition existing between retail grocers and a 
greater desire for better and more scientific methods of merchandising, 
has there been a demand for window display material for the grocery field 
such as has been presented more adequately in other fields. 

In this edition, new material has been added, changes have been made, 
and every effort has been made to render the volume still more valuable 
to the grocers of the country. The plans and suggestions in this book 
conform necessarily with those limitations which exist in the grocery bus¬ 
iness and especially in the smaller stores. They are not intended as iron¬ 
clad rules, but as suggestions which can be used for preparing displays 
according to the space limitations and conditions affecting the store where 
the displays are to be used. They can be changed and varied as the win¬ 
dow trimmer sees fit. They provide a basis on which the ideas of the 
grocer and clerk can be built. 

Every endeavor has been made to provide full and adequate material. 
All holidays and special occasions for which a window can be desired 
are represented. Displays for various kinds of foods and combinations 
of foods and a large number of novelty displays complete an assortment 


5 



Foreword 


of displays which it is hoped may provide the grocer with suggestions for 
practically every display need and ideas which can be developed into orig¬ 
inal windows of his own. 

Various other matters which are necessarily closely associated with 
the window display are presented in these pages. The matter of store 
fronts, window lighting, show card writing, window ventilation, and pho¬ 
tographing the store window are of importance; and the general arrange¬ 
ment of the interior of the store is of such vital importance that we pre¬ 
sent a discussion of store layout with diagrams and illustrations of suc¬ 
cessful stores in the hope that they may be of aid to grocers who may 
desire to work out a more satisfactory arrangement within their own stores. 




PART ONE 


The Grocery Store 


Information and Suggestions Concerning 
Modern Store Fronts, Ventilation and Lighting 
of Store Windows, Photographing the Store 
Window, Show Card Writing, and Modern 
Store Fronts. 





CHAPTER ONE 


The Modern Store Front 

W HEN the founder of Marshall Field & Co., said a number of 
years back that goods well displayed are more than half sold, he 
did not have in mind the sort of merchandise usually sold by a 
grocer. However, this trite saying of the merchant prince of State street 
has even a stronger application to the grocer’s trade than to most other 
retail stores for the very important reason that the average grocer has 
more customers come to his store with their minds undecided as to what 
they want to buy. For this reason the grocer may with the proper sort 
of displays help his customers make up their minds and incidentally sell 
a lot more articles than the customers would have purchased if allowed to 
think out the list of things they wanted for the kitchen. It is these extra 
sales that are pulled by the strong displays in the windows and inside the 
store that gives the grocer increased profits without increase in overhead. 

This chapter has to do with the arrangement of the show windows so 
that the grocer can make the best possible displays of as many of his 



With this arrangement of store front, the maximum of display space is obtained by reason 
of the island window in the center with the vestibule entrance 

9 



































The Grocer’s Window Book 


different lines at the same time. That the design and construction of the 
windows do make a big difference in the success or failure of a grocer’s 
displays has been proven times without number. Thousands of grocers 
have demonstrated that by remodeling their store fronts and show windows 
they have been able to increase their sales from 15 to 30 percent. Capi¬ 
talizing the cost of such an improvement over a period of 10 years—im¬ 
provements of this nature are subject to a 10 percent write-off charge 
when figuring income tax—it will therefore be easy to figure that the 
merchant will obtain a good profit from such an investment. 

Every grocer knows that it is next to impossible to display green goods 
and fruit in the same window with package goods and staples. The grocer 
then should have two or more distinct windows so that he may make at 
least two general divisions in his display. Three or more windows would, 
of course, be better. The design shown in the halftone picture on page 9 
has proven very successful for the average size grocery, from 20 to 30 
feet wide. Note there are two windows about 4 feet deep on each side 
of the entrance doors and that between the doors is a large case which 
extends partly outside but principally inside. This center case is used 



Various ideas for store fronts can be obtained from this illustration. Methods are shown for 
obtaining window display space, vestibule space and entrance to the upper floor 


10 


































































































































































































































The Modern Store Front 


exclusively for green goods and fruit. Then again the large entrance way 
proves very inviting. Two doors make crowding almost impossible. The 
floor in the side display windows might be 6 or 8 inches higher so as to 
bring the displays closer to the eyes of those on the sidewalk. Some 
merchants prefer to have the floor at this height and then use platforms 
inside the windows on which to display the smaller package goods. 

Sweating and frosting of window glass bothers grocers more frequently 
than other merchants. The cause for this is found in the large amount of 
moisture which most groceries contain. This is true even of most package 
goods. Some of the better copper store front construction which has 
become the most common set¬ 
ting for plate glass has holes in q 
the sash to provide for ventila¬ 
tion and drainage. By means 
of a slide in the back member 
these holes may be closed at will 
so as to give protection against 
dust. The windows in which 
the dryer groceries are to be 
displayed should be closed 
tightly. That is the back floor 
and ceiling of the window 
should be made as air tight as 
possible. In this way, when the 
slide is opened in the sash, the 
temperature inside the window 
is nearly that on the outside. 

Sweating or frosting is caused 
by condensing of the moisture 
in the air inside the window. 

The condensing process is 
brought about by a difference in 
temperature. Be sure that no 
heating pipes are installed near 
to the enclosed windows. 

The window for the green 
goods and fruit should not be 
enclosed. These goods have an 
excessive amount of moisture 
and if put in an enclosed win¬ 
dow they soon would saturate 
the air with an excessive 
amount of moisture. Con¬ 
densation WOUld take place Vertical Section of a Typical Store Front 



11 











































































































The Grocer's Window Book 



under such conditions even in the early fall months. The writer knows 
of a candy maker who has trouble with sweating windows in the middle 
of the summer every time he puts a batch of candy fresh from his kitchen 
in his windows. 

On page 10 we show floor plans of several different kinds of window 
layouts which have proven practical and effective in different cases. The 
type of windows most desirable will depend entirely upon the class of 
merchandise, the class of trade, the location and the merchant. But, be¬ 
cause of the importance of design we recommend that much thought be 
given to these details. We also recommend that the very best construction 

be used in building or 


remodeling. The best 
is by far the cheapest, 
even when averaged 
over a period* of a 
few months. 

Large rentals are 
paid by stores to be¬ 
come centrally lo¬ 
cated—to become so 
located that the maxi¬ 
mum number of 
people pass the store’s, 
windows. To be able 
to show the greatest 
number of people 
what they have for 
sale, through their 
store front, large 
rentals are paid. 
Some merchants even 
go so far as to state 
two-thirds of 
rental is for 
window pur- 


Horizontal Section of a Typical Store Front 


that 
their 
show 
poses. 

That the installa¬ 
tion of modem store 
fronts is justified only 
in the largest cities 
and that the small¬ 
town stores cannot 
afford to adopt mod¬ 
ern and attractive 


t • 


12 



































































































The Modern Store Front 


store fronts is, of course, a fallacy long since exploded. 

There are today thousands and thousands of examples to disprove that 
thought. 

When a new store front is planned it is well to make a thorough in¬ 
vestigation—to be unquestionably sure that the front adopted is the proper 
one. 

Make a study of some modern fronts to find new ideas, and when a good 
point is found and one that is successful, put it down on paper. It is not 
necessary to be a practical mechanical draftsman in order to lay out a 
modern store front because a successful front is built around the require¬ 
ments of the business in which it is associated. The only reason a new 
store front is justified is its ability to increase your business because of 
its provision for attracting more trade. 

When a new front is to be installed, don’t leave all the details to a 
carpenter. No matter how much experience he has had in building, he is 
not competent to design the store front to fit the business, simply because 
his experience has not been in that channel. 

First figure out what the business needs, then call a carpenter to help 
work if out structurally. Most any carpenter can build a partition—but 
it takes a merchant or a store front specialist to design a front that will 
fit the business—one that will modernize it and increase the sales of the 
store. 



13 























































CHAPTER TWO 


Preventing Window Frosting 

T HERE is nothing more annoying than to find that a mighty at¬ 
tractive window over which you have worked a long time cannot be 
seen because of frosting. When all the other windows along the 
street are frosted so that displays are not to be seen, you can, by the 
proper methods, make sure that your windows will be free of frost and 
as bright and clean as in the summer time. 

We told you in the chapter on Modern Store Fronts that frosting 
or sweating is caused by the condensing of the moisture in the air inside 
the window, or by the difference in the temperature inside and outside 
the window. So in order to prevent frosting, two methods can be used. 
Certain remedies can be used which sometimes bring success. But to 
make sure of preventing frosting on your windows it is best to ventilate 
the window and in some cases to reconstruct the window and build it 
upon scientific lines. 

The methods of doing this are not difficult. Figure A shows the 
floor of the window with a hole cut in it and another cut in the outside 
baseboard. The two are connected by a common stovepipe elbow and 
the two holes should be covered by a heavy mesh netting in order to keep 
out as much of the street litter as possible. 

For the six-foot window there should be at least two such open¬ 
ings and three would be better. On the floor of the window there should 
be a deflector that will send the incoming cold air up against the window, 
and which will also protect the wire netting and prevent its being easily 
broken. This metal covering should be closed on the two sides and made 
to flare toward the glass so as to throw the cold air toward it. 

Figure B shows the top of the window sash with holes drilled to allow 
the air from the openings underneath to escape. It is necessary that there 


f 1 

METAL f 

cover 


TOP OF WINDOW SASH 


GLASS 




WINDOW FLOORING 


fl.-A 




fia B 


COLD AIR 
INLET 



METAL HOOD 
GLASS 


14 


















Preventing Window Frosting 


be plenty of these holes in the top of the window, as constant circula¬ 
tion of this cold air is the essence of the plan. Figure C shows a metal 
hood attached outside of the top window sash so as to prevent snow or 
rain from entering the window. These openings should be provided with 
a slide so that in the summer they can be closed in order to prevent the 
dust and dirt from the street entering the window. Such windows should 
be closed from the rear. 

However in the case of a window which is open to the rear, and 
this is especially likely in the case of a fruit and vegetable window, a 
ventilating system is practically impossible. About the only thing that 
can be done in this case is the use of chemicals or a flame to prevent frost¬ 
ing. Electric heaters and oil heaters are sometimes used to good effect. 
Along the inside of the glass, a gas pipe can be run with a number of tiny 
holes in the top, about an inch apart. When the gas is turned on and a 
match applied to these openings, a series of small gas jets throw an even 
amount of heat up over the entire surface of the glass. None of these 
methods are very sightly and there is always the danger of fire or dam¬ 
age to goods by heat. 

This plan at best is but a makeshift, however In many cases frost 
will not accumulate on glass that has been rubbed with a rag saturated 
with alcohol. This alcohol operation will have to be repeated in very cold 
weather several times a day. Instead of using plain alcohol, some stores 
use glycerine and water, while others use ammonia and salt water, or 
alcohol and water. 

Another formula is the following: A thin layer of paste made of 
water, glycerine, white candy and sugar, in equal parts, with a small quan¬ 
tity of coumarin (which is a camphor derived from the tonka bean) spread 
over the glass, will not affect its transparency and prevents the precipi¬ 
tation of moisture and frost in many cases. 

Where windows do not frost over very badly it is possible to keep 
the glass clear by throwing a strong current of air over the inside surface 
by means of an electric fan, although this may be called an expensive 
method. Screen the fan with merchandise or show card, so it cannot be 
seen. The current of air from the fan should strike the glass from one 
side and sweep over the entire surface, thus creating a circulation of air 
over as much of the glass surface as possible. For extremely large win¬ 
dows it is often necessary to use two fans. 


15 



CHAPTER THREE 


Lighting the Show Window 

S HOW WINDOWS occupy the very front of the store—its most 
valuable portion and for this reason the Show Window should be 
expected to yield at least a proportional return. But if your win¬ 
dows are to yield a maximum return it is not enough to merely put in 
a unique display and let it go at that. No, the display must be helped 
along by proper lighting. 

In cities where high buildings shut oft daylight and numerous com¬ 
petitors’ windows are bidding for attention, artificial window lighting 
is necessary even during the day, to show the goods to advantage. At 
night, however, good Window Lighting is indispensable if the windows 
are expected to sell. In the following paragraphs the principles of Mod¬ 
ern Display Lighting are discussed, and may be of benefit to those who 
feel that their windows should produce more sales. 

First of all, the display should be lighted from the side from which 
the prospect views it. This means that the light should come from in 
front and above, or in other words, reflectors should be placed along the 
upper front edge of the window. Bare lamps or even shaded lamps hung 
in the middle of the window do not light the display properly, and further¬ 
more, their presence in the window distracts attention from the display. 

Window Lighting has been developed to such a degree that almost 
any electrical dealer can readily supply regular standard silver mirrored 
window reflectors especially designed for this purpose. These reflectors 
are so shaped that none of the light is allowed to escape to the ceiling of 
the window or on the sidewalk outside. All of the light is spread uni¬ 
formly over the display and makes it very effective. 

Some windows are deep, others shallow; some are large, others small, 
but there are standard reflectors to take care of all cases. A window with 
solid background and high display should be lighted with a distributing 



Conceal the Source of Light If You Want the Eye Attracted in Your Display 

16 

























Lighting the Show Window 



Showing Two Types of 
Windows with Arrange¬ 
ment for Lighting 



window reflector while a low display or a window with an open or glass 
background should use the more concentrating type. If a distributing 
reflector is used in windows with a glass background much of the light 
would be reflected through the glass into the store and would be wasted 
as far as lighting the display is concerned. 

On the other hand, if a concentrating reflector is used in a deep win¬ 
dow with a high display, the front portion would be well lighted, while 
the back of the window would be dark. Such unevenness in the lighting 
should always be avoided. 

Since these standard window reflectors are designed to give a par¬ 
ticular light distribution with a specified lamp it is highly essential that in 
all cases the proper lamp be used. 

Experiments furnish quantitative data on the effect of the attractive 
power of hiding the lighting units from the view of the passer-by. A 
window was equipped with fairly expensive lighting fixtures carrying a 



Two Common Types of Reflectors for Use in Show Windows, the Concentrating 

and the Wide Distributing Reflector 

Cut courtesy Not. X-Ray Co. 


17 





























The Grocer’s Window Book 


number of opal glass shades, suspended in full view. By actual count ex¬ 
tending over four nights, this window attracted the attention of about 12 
per cent of the persons passing. The lighting equipment was then entirely 
changed; a reflector better suited for the window was installed and located 
correctly in such a position that the lamp was not visible from the outside.*• 
The recount that was made on four successive nights indicate that 72 
per cent of the passers-by were attracted—an increase of 500 per cent. 
In other words, the merchant installing the up-to-date and rational sys¬ 
tem of lighting increased five to one his chances for making his window 
count in increasing his sales. 

The method of window lighting recognized as the most satisfactory 
is to use individual reflector equipment, because better control of the light 
is secured than with a cluster of lamps or a trough. There is a silver 
mirrored reflector for each and every type of window, whether you have 
a back-ground or not, and whether the window be low, medium or high. 
In general, it might be said that for windows that have a high display a 
“Scoop” shape reflector should be used, because it gives a wide distribu¬ 
tion of light. Where the display is low a reflector of a concentrating type 
should be used because the “Hood” shape concentrates all of the light on 
the display. 

One new item of display lighting is a Window Flood Light. It is 
made in such a way that the unit can be used to completely light small 
windows or to increase the effectiveness of windows that already have 
this modern window lighting equipment. 

This reflector unit floods the window with light and concentrates 
a beam within the center of this flood which highlights or emphasizes the 
article on which it is directed. In other words, in lighting a display with 
the window floodlight, the lighting is given tone and made brighter in 
the portion in which the beam of light falls than would be a window where 
no window floodlight were used. 

It is advisable to consult a reputable electric dealer or the manu¬ 
facturer of such reflectors about the lighting of show windows and en¬ 
joy the advantage of their years of experience to get the best lighting 
results. 

Even though the amount of business that is being created in your 
store may seem to you very favorable, don’t overlook this point. Good 
zvindow lighting on your attractive displays will help you sell more. Mer¬ 
chants who have improved their methods of lighting feel very much sold 
on an old slogan adopted many years that you can “Win Sales with 
Light.” 


18 



CHAPTER FOUR 


Show Card Writing 

T HE window display and the display of merchandise inside the store 
is usually incomplete without a liberal supply of signs and price cards. 
The price card and the well lettered advertising card carry a silent 
me§sage that may create the extra sale. Every grocer can well afford to 
give time and thought to this matter of show card writing. We cannot 
give here a complete course in practical show card writing but we can 
merely present a few fundamentals useful in doing the necessary show 
card writing for grocery stores. 

Before going into the matter of alphabets let us discuss briefly the 
tools and materials required for doing satisfactory work. Either brushes 
or the right kind of pens may be used with satisfactory results. A satis¬ 
factory set of red sable chisel edge brushes can be had in sizes No. 6 making 
a stroke % inch wide; No. 8, inch wide; No. 10, % inch wide; No. 12, 
inch wide. These should always be taken care of at the end of the job 
by dipping in water and drawing all ink from the bristles, cleaning thorough¬ 
ly and flattening to the chisel shape, then left to dry in this position. Do not 
carry these brushes in the pocket or in an envelope or receptacle where 
the bristles touch a surface to cause them to twist out of shape. 

The best pens for rapid show card work to be had at a nominal .cost 
are known as Soennecken pens, and range in size from No. 1 to No. 6. 
No. 1 makes a stroke of an inch wide. A large number of the card 
writers of the country use a common stub pen to outline all letters and fill 
in the letters with a brush. Prepared show card inks are to be had in 


^v/AZ// 9&y Jrdey' 



Fig. 1. The Roman pen stroke letter is the most practical for general work 
where small letters are desired. They can be made rapidly and are easily read 

19 




The Grocer's Window Book 


any color from one ounce to one quart bottles. Because of the perfect 
preparation of these inks it is suggested that they be used instead of oils 
or opaque paint for this work. 

Wrapping paper or the very cheapest white cardboard or any other 
smooth surface paper is good enough for practice. At first this practice 
paper should be ruled off into small squares about half an inch in size. 
For regular work, the cardboard should be of from three to eight ply 
Bristol board in any color desired. This board comes with a usable sur¬ 
face on one or both sides; Many stores are lettering on both sides of the 
card or letter on one side and use the card again by lettering on the other 
side. These boards come in standard dimensions of 22x28 inches and this 
can be cut in the standard sizes J4, *4 and % sheets. 

After getting your tools and paper and practicing the alphabets, you 
will be ready to layout a complete card. The arrangement of the words 
on the card is very important. Even though your letters are perfect, if 
they are not spaced right on the card, the card will be spoiled. Always 
allow plenty of white space or border around the outside of your lettering. 
The letters should be so spaced that they look the same distance apart, and 
the borders at the top and bottom and sides of the card should all be 
the same. The arrangement of the wording should be symmetrical and 
pleasing and the wording all or nearly all in one type, or style of letter. 



ABCDEFGrt IJKLMN 



OPQR5TL1VWXYZ 



euvwxyz * tuvwxyz 


Fig. 2. The single stroke Roman letters. This illustration shows the principal 
strokes and the finished letters. An easy alphabet to learn. It 'makes an 

attractive sign 


20 





Lighting the Show Window 





F ig. 3. 1 hese cuts show the way in which the brush is held. No. 1 and 2 show 
the vertical stroke, front and rear view of the hand; and No. 3 shows the 

horizontal stroke 


If the wording consists of one or two words, you can probably use all 
capitals with telling effect; if of five or six words, we would suggest the 
heading in capitals and the remainder in lower-case Roman. If there are 
more than six words in the sentence, you will probably have to resort to 
stroke brush letters or narrow pen Roman. 

It is better to use small letters in conjunction with large letters or 
capitals for general work as this gives more white space as a background 
and makes the writing stand out more prominently. 

Probably the most popular lettering is the Roman for it is rapidly 
made and is more simple than any other forms of lettering. This form 
of letter can be used to advantage on price cards, small display cards, and 
large cards for window and table display. The brush is ordinarily used 
for the larger letters, with the pen being used for letters one-half inch 
in height and less. It is difficult to make the smaller letters with the brush 
and the larger letters are more readily made with the brush. Many signs 
may be limited to brush letters and others may be limited to the use of the 
pen. However, the combination can be used to great advantage in many 
signs and proficiency in the use of both the pen and the brush is desirable. 

The Roman pen stroke letter is illustrated in Figure 1. This stroke 
can be made rapidly and is used to advantage in many of the smaller signs 
and in the smaller wording in the larger signs. This lettering is made with 
a Soennecken pen. To begin practice on this Roman stroke, use a No. 2 
pen and six ply Bristol board with a coated surface and a good show card 
ink that will flow freely from the pen. Equal parts of Bissel’s show card 
inks and Higgins’ Eternal inks or letterine thoroughly mixed make a good 
pen ink. Water may be used to thin the show card ink or letterine if 
it chances to be too thick. 

The first seven capital letters of this alphabet in Fig. 1 are marked 
with arrows indicating the strokes in rotation, and the same thing is shown 


21 









The Grocer's Window Book 


for the numerals and the first few small letters. The Italic lettering 
shown at the bottom of Fig. 1 makes an attractive sign. 

Fig. 2 shows a single stroke brush alphabet with principal strokes 
and finished letters. The general formation of these letters is much the 
same as in the first illustration. The general direction of the strokes is 
the same. All strokes necessary to do this lettering are down. The 
same general direction applies to practically all lettering. 

Do not hold the brush too tight as this will cause your hand to cramp 
and thus not allow you the free movement so necessary to good work. 
Figure 3 shows ways in which the brush is held. No. 1 of Figure 3 
shows the hand holding the brush in position making a downward vertical 
stroke, No. 2 shows the other side of the hand and No. 3 shows the hand 
in position for making curves or horizontal lines. In making curves, the 
movement is very similar to making horizontal lines except that at the 
same time as drawing the brush horizontally or vertically, the hand is 
either swung to right or left or up or down as the curve may be desired. 
Always endeavor to make the brush stroke continuous, not the entire 
letter or figure, but the particular stroke that you are on. For rapid 
one-stroke letters, the brush should be well filled with color which should 
flow freely from the extreme point. You can make all strokes uniform in 
width by giving the same pressure of the brush on the cardboard. 

For the beginner, the single stroke letter is the easiest and the most 
practical to learn. The single stroke letter is so called because each sec¬ 
tion of the letter is made with one stroke of the brush. The Roman alpha¬ 
bet is the easiest of all letters to read and are the most practical for gen¬ 
eral use. These letters should be mastered first by the merchant who 
makes frequent use of signs and cards. 

For that reason we have shown examples of only the Roman letter¬ 
ing and suggest the use of the pen and brush. Books are available for 
the show card writer who desires more detailed and advanced instruc¬ 
tive show card writer who desires more detailed and advanced instruction. 

The show card should be made to say something. Whatever is de¬ 
sired to be featured can be presented in a pleasing and attractive way on 
signs and show cards. Prices and advertising messages can be brought to 
the attention of customers through the liberal use of show cards better 
than in any other way. Good show cards and price cards are an asset 
in any store, and naturally an ability to write attractive show cards is a 
desirable accomplishment. 


22 




CHAPTER FIVE 


Photographing the Show Window 

M ANY times when you have an exceptionally fine window dis¬ 
play you will wish to have a picture of it as a permanent record. 
To know how to take a satisfactory picture of the window, and 
the interior of the store is desirable. Pictures can often be used to 
very good advantage for advertising purposes as well as bringing satis¬ 
faction to the grocer. 

The first essential condition for a good picture is to have the interior 
of the window lighter than the exterior. Best pictures are taken at night 
under electric flood lights, hidden in the window, or early in the morn¬ 
ing, just before sunrise. 

With a good lens, an exposure of 10 to 30 minutes will be sufficient, 
although the size of the diaphragm must be considered. The smaller the 
diaphragm, the more time is required, but the smaller diaphragm gives a 
sharper picture. People passing between the camera and the window 
during a long exposure will not injure the photograph. 

Reflection in the window is avoided by providing a cloth screen of 
black cambric, sufficiently large to shut off all reflection when it is raised 
before the window. This screen, raised behind the camera when the 
picture is taken, will result in a clear picture. Flashlight pictures will not 
avoid reflection. 

Show windows should never be photographed when the sun is 
shining upon them. If electric lights are in full view, they should be 
covered for a long exposure or halation will result. To prevent a halation, 
photographers use as a backing for the plate a paper especially prepared 
to destroy these reflected light streaks. The best plate for the window 
photographer is a non-halation plate. 



Photo courtesy Grignon Studios, Chicago. 

This splendid view of a window display is illustrative of the results 
that can be obtained by careful photography 

23 













CHAPTER SIX 

Planning the Store 

T HE arrangement of a store interior may easily make a good deal 
of difference in the volume of business obtained on the more profit¬ 
able items in the grocery line and in the ability of the grocer to 
give speedy and efficient service to his trade. This is realized more and 
more as chain stores and independent stores are working out a more 
scientific arrangement of their stores to care for every type of trade. 
When a grocer opens a new store or changes the arrangement in his 
own store, he should give careful consideration to certain principles and 
work out a layout which will meet his own particular requirements. 

There are a number of elements which not only must decide the 
arrangement, but which in turn are dependent on the layout. Speed of 
service, sanitation and cleanliness, display possibilities, convenience and 
efficiency are factors which should be taken into consideration when plan¬ 
ning the store layout. Gone is the day when the clerk must dash madly 
from one end of the store to the other in filling an order. Goods should 
be close at hand. Fast selling merchandise and profitable items each have 
their place. There is a desirable place for telephones, for the cashier's 
desk and for other pieces of equipment. 


24 

























Planning the Store 


Generally speaking, there are two types of stores, the long, narrow 
store, and the square store. Again, each of these may be found serving 
a cash and carry, self-service, or a credit and delivery trade. Variations 
will be found necessary according to the trade served, but fundamentally, 
there are certain principles which should be kept in mind. 

In every store the more profitable items should be near the front of 
the store at one side of the entrance, and staples should be placed farther 
back in the store. This means that coffees and teas should be up in front. 
In the long store with a corner entrance, this department should be at 
the front just opposite the entrance, in the square store with the center 
door, the department should be at one side of the entrance just back of 
the window display. The coffee mill, a counter and a table for serving and 
sampling should be here. The odor of freshly ground coffee is always a 
magnet for trade, and for this reason the coffee department should be as 
near the door as possible. The cheese department is ideally located near 
the front, possibly just across the front of the room from the coffee de¬ 
partment. Choice and fancy canned goods, spices, extracts, fancy bottled 
goods should be placed more near the front than the back of the room. 

People are going to go back into the store to get the staples, and 
should be forced to go past mighty attractive displays of the luxuries and 
the more profitable goods. Fruits and vegetables are usually near the 
front. It is a debated question whether these goods should have the ex¬ 
clusive right to a window all the time, but at any rate, they can well be 
placed near the front of the store, but they should not take up too much 
room, and should not hide displays of other goods. 

The layout of the store should make it easy for the customer to go 
back into the rear of the store. For this reason, the counters should be 
so placed that there is nothing to prohibit the customer from going back 
to the rear. The narrow store will probably have counters at each side. 
These counters should be short. Glass counters are very desirable be¬ 
cause of the display possibilities. Counters, serviceable as working tables, 
and providing storage space are desirable. If the store is a narrow 
long one, there should be but little between the side counters; if there 
is sufficient space in between these counters, small tables for display 
purposes are of great value. There should never be counters extend¬ 
ing across the room which shut out customers even slightly from the 
back part of the store. Counters, in a square store, may be placed length¬ 
wise in the center of the store, providing lanes through which the customers 
may pass to the rear. 

At the rear of the store, the meat counter is usually found, possibly 
taking up the back wall, or one side at the rear. The bakery depart¬ 
ment should be at the rear, also, for the smell of fresh bread and bakery 
(mods will draw the customers back through the store. 

The store should be so laid out that all goods for delivery are carried 


25 





The Grocer’s Window Book 





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out at the rear. It is a mistake to carry goods through the front en¬ 
trance, or to pile them in the center of the room in the way of the cus¬ 
tomers. If possible, there should be a space at the rear for filling orders 
so that the clerks doing up orders for delivery will not have to interfere 
with clerks filling orders of customers in the store. 

Convenience of customers should determine the location of the cash¬ 
ier’s desk. There are two systems in use, one of having a large number 
of cash registers, one for each department, and the other system of having 
one centrally located cashier where all bills are paid. If the latter system 
is adopted, the cashier should be located conveniently. 

The location of the phones is important. There should be sufficient 
phones so that clerks do not have to run over the entire store to answer 
calls. One arrangement is to have a number of tables, conveniently located, 
for phone service. Another method is to have a special phone depart¬ 
ment, where a series of semi-enclosed booths are provided for a staff 
of phone clerks. The office should be at the rear and out of the way. 

Display and convenience are the two most important factors in the 
arrangement of the store. Constant suggestion by pleasant and forcible 
display swells profits. Location of profitable items where they will be 
seen first swells profits. Arrangement that provides for economical and 
efficient service also swells profits. All this requires study and planning 
so that the store may provide the maximum of service and profit in the 
space available. In these pages are pictured a number of store layouts 
and interiors which have proven successful. They are worthy of study 
for they may suggest changes that may be effected in the stores of grocers 
who desire to work out a more satisfactory arrangement in their stores. 


. A :r ' 


26 





















Planning the Store 




27 


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The Grocer's Window Book 




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These two illustrations show the 
interior and floor plan of Zigg-Zagg 
stores, a combination self-service, 
service, credit and delivery, cash 
and carry system. Nos. 6 and 7 
Indicate the counter service depart¬ 
ment. Nos. 11 and 12 are the turn¬ 
stiles leading to the self-service de¬ 
partment. No. 10 is the cashier's 
desk. The open shelving in the 
self-service department is indicated 
by Nos. 18-18-20-21. The space at 
the rear, indicated by No. 22, is the 
store room and room for making up 
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the sidewalk. All the self-service 
shelving is visible from the cashier's 
desk. 


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At the left above is an interior view of a 
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which are located in Chicago. 


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Two distinctly different types of stores 
are illustrated. In the long, narrow type, 
the spacing is particularly attractive and 
effective for the efficient handling of busi¬ 
ness. It permits of ample storage space in 
the room to the rear, where all of the actual 
work of wrapping packages and preparing 
of merchandise in advance is taken care 
of. In the smaller plan is pictured one of 
the stores of C. H. Morgan & Company 
of Chicago, and because of the importance 
of the store and the amount of business 
transacted is worthy of careful study. 


32 

















































































































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34 


UlkM*l 
































PART TWO 


Window Displays and Trims 


Practical Window Display Suggestions for 
Food Products for All the Holidays and for 
All Occasions. 






CHAPTER ONE. 


Trims for All Holidays 



A Display for Old King Santa Claus 

T HE Christmas window is perhaps one of the most important of all 
the displays throughout the year. People are in a festive mood and 
their thoughts turn to what to buy for gifts and to make the holi¬ 
day season more happy. The weeks before Christmas therefore offer 
splendid opportunities to the grocer for displaying a large variety of goods 
and for appealing particularly to the quality loving instinct in everyone. 
Christmas windows can be prepared fully a month before Christmas and 
should be continued up to the last day. 

During the month or more before Christmas itself, Old King Santa 
Claus rules supreme. Why not present him in your window? This first 
window is honored with the presence of the well known King himself, 
who sits on his throne sufficiently elevated to overlook the rest of the dis¬ 
play. Four arches, the first one about eighteen inches back of the plate 
glass, the others graduated in distance until the back of the window is 
reached, are erected after being built of light lumber and supported by 
braces which are hidden from view. Boxes of Christmas goods are 


37 






















































The Grocer's Window Book 


tacked along these arches leaving room both inside and outside of each 
arch for a border of evergreen. If the boxes used have white predom¬ 
inating the effect will be very pleasant although such a choice is not at all 
necessary to the success of the arrangement. Towering up at the right 
and left above the arches and at the window, are two Christmas trees 
decorated and lighted. At the rear of the window and in the center is 
a platform arranged with two steps supporting a large arm chair with the 
figure of Santa Claus comfortably placed. At the right and left of Santa 
Claus on the floor are very large sacks with toys overflowing from each. 
Back of the toys and back of Santa Claus’ chair a high hedge of evergreen 
is built. This hedge is lighted with Christmas tree lights. Forw-ard of this 
arrangement are large boxes of dried and candied fruits. Between the 
boxes packing is used as a decorator; the kind which comes in narrow 
paper strips of white and gold will give the best effect. 

A Window for Christmas Trees 

This Christmas display has a large circular revolving platform on the 
floor of the window. At the center of the platform is a large Christmas 
tree securely fastened and loaded down with Christmas packages, grocery 
goods being used and tied with baby ribbon, tinsel string, etc. Strings of 
popcorn and tree ornaments with plenty of electric lights should make 



38 

























































Trims for All Holidays 


the tree quite attractive. Around the edge of the platform and circling 
about the large tree are a number of quite small Christmas trees. These 
have small packages also fastened to them, oranges and bananas and apples 
being used generously. A circle of cartons along the floor hides the edge 
of the moving platform. A row of oranges circles about the carton and 
along the edge of boxes of evaporated fruit which are placed in each of 
the forward corners. Towards each of the rear corners are pyramids 
of cartons. The arrangement of connecting the electric wires to the re¬ 
volving platform may be accomplished by using metal brushes operating 
on copper surfaces. 


An Eleventh Hour Christmas Window 

Here’s a last minute Christmas display idea easily arranged and attrac¬ 
tive by its color and its arrangement of toothsome merchandise. In the 
front, boxes of fancy dried fruits neatly arranged bring results. In back of 
these may be placed cartons and bottles of seasonable goods. In the center 
Santa’s trunk, coat, hat and whip are shown illustrating that he has settled 
down to do business in your store. The word “S. Claus” is shown across 
the trunk. The color of Santa’s apparel lights up the display. The good 
effect of a window of this sort at present is obvious and will undoubtedly 
prove a good drawer of trade. 



39 


















































































The Grocer’s Window Book 



A Christmas Tree Design 

A large triangle built of lumber with its base extending across the 
entire width of the window and resting at a point about eight or ten inches 
back of the plate glass, slopes backward so that the apex rests against 
the background at the middle of the top line of the window. Large square 
boxes of evaporated fruit such as raisins, figs, dates, prunes and apricots 
with a border of paper lace around each one, are placed diagonally in 
rows as shown in the sketch, four in the lower row and two in the upper 
row. In the intervening complete squares, crosses are formed by using 
cartons, which are tacked to the framework or attached by means of 
wires. Within the angles formed by the cross, four round cans are 
placed. Along the floor line where the openings between the boxes of 
evaporated fruit are triangles, inverted T’s are formed by the use of 
smaller sized cartons with circular cans occupying the angles thus formed. 
A border of holly of generous width extends along the two sides of the 
large triangle. Two Christmas trees, one in each of the rear corners of 
the window, are decorated with candy, oranges, small packages of figs 
and dates, stick candy such as barber poles, etc., nuts, popcorn strung 
from one bow to another. 


40 





























































































Trims for All Holidays 



Featuring Christinas Dried Fruits 

At Christmas time all good foods are in order, but the fancy varieties 
and the choicest lines are the most rapid sellers and should be particularly 
featured at this time. The window display should tell a story. Foods 
thrown into a window in a haphazard manner carry no meaning, but the 
window with a story is the real salesman. Choice dried fruits are especially 
a Christmas seller. 

Evaporated fruits, especially those which come in wooden boxes, 
such as apples, pears, peaches, prunes, apricots, dates, figs and raisins, 
may be used in the scheme represented herewith. The goods are very 
carefully removed from the boxes so that they remain in a solid cake, 
perfectly intact. The box from which the goods have been taken is now 
covered with white paper. The solid cube of evaporated fruit is now 
slipped onto the box, which has already been turned upside down. Lace 
paper is tacked around the edge of the box where the fruit meets the box. 
A line of boxes of this kind circles about the window from the left for¬ 
ward corner. A smaller semicircle made up of smaller boxes is arranged 
within the larger circle. The remaining floor space is now covered with 
English walnuts bordered with holly. Two small Christmas trees, one in 
each of the rear corners of the window, are decorated with oranges, apples 
and Christmas ornaments, and oranges are placed upon each box of dried 
fruit. 


41 

























The Grocer’s Window Book 



wr^- 

Santa Claus in Silhouette 

I he background of this rather unusual Christmas window is covered 
with white sheeting or bunting. A silhouette Santa Claus climbing over 
the roof of a building to the chimney is painted on the bunting with black 
paint, or it may be cut out of black paper and carefully pinned to the bunt¬ 
ing with black pins. 

A placard lettered “Coming Events Cast Their Shadows Before” is 
hung or placed in a prominent position. This feature is sure to make a hit 
with the children. In front of this background the floor display is built. 

Four boxes of figs are placed diagonally in the center of the window 
and bordered with oranges. Truncated pyramids of raisin cartons are also 
run along the back wall and topped with oranges. The entire remaining 
floor is then bordered with oranges and nuts, upon which boxes of candy 
and dates are arranged in conventional form. 

Wanted—A Nezv Tenant 

At possibly no other time do the various lines of food products receive 
so much attention as around the festival occasion known as Thanksgiving. 
Displays sell more and now is the opportunity to profit by bringing goods 
to the front window so that the trade may become acquainted with the 
appetite appeasers. The window is the medium for bringing the customer 
and the groceries together, for the majority of sales are the result of vision. 
Do you see! 


42 















































































































































Trims for All Holidays 



A brand new chicken coop of the old popular inverted V shape is built 
from new boards and placed in the window, fresh straw being scattered 
inside just in front of it. A pan of white enamel ware is partly filled with 
water and slid partly inside of the coop along the line of the old established 
rural custom. 

A couple of turkey feet are tossed on the straw and a supply of attrac¬ 
tive turkey tail feathers are scattered about. A sign is lettered and tacked 
on the outside of the coop to read “For Rent, Apply Within on or About 
November 30, 1923,” with anything else which the merchant may find it 
convenient to say to the prospective customer. 

Pyramids of cartons of tapioca are built up at either end of the 
window with jars of mincemeat, bottles of catsup and olive oil topping the 
same. A wall of gelatine cartons is built up at the back topped with plum 
pudding cans, jars of honey and bottles of catsup. Space for a few more 
cartons and cans conventionally placed upon the floor will make it possible 
to display some gelatine cartons and cans of soup. 


43 
































































































The Grocer’s Window Book 


Thanksgiving Menu Suggestions 

Thanksgiving conies but once a year, and with it a wonderful harvest 
and a feast the best that the housewife can prepare. What is more logical 
than that the grocer should go the limit in showing the delicacies he has 
in store for the consumer and in making it easy for the housewife to pre¬ 
pare that meal ? 

A table, spread with delicacies as a Thanksgiving menu suggestion, 
is the central piece of this display. Baby ribbons running from the various 
goods shown to cards giving prices and pasted on the glass, connect the 
items with the prices and the eyes of the passer-by. 

The idea is not a new one, but can easily be adapted to the grocers 
use. A satin damask table cloth, bright silver, and some attractive dishes 
and cut glass from the stock in the china department complete the equip¬ 
ment. 

A papier-mache turkey on the platter will serve as the piece de re¬ 
sistance very well indeed. The other foods may be taken from stock, 
and the more inviting the products shown, the better the pulling power 
of the window will be. 



44 




































































































































































Trims for All Holidays 


In the other parts of the window may be shown practically all the 
items which go to make up a delightful dinner. Boxed apples and dried 
fruits, grapes, grape fruit, oranges, preserves in glass, and a background 
of suitable canned foods, displayed to good advantage, complete the food 
requirements of the window. This display is very satisfactory and is not 
so difficult to construct. 


battening the Thanksgiving Turkey 

A home-made turkey is the feature of this unusual Thanksgiving 
window. Of course it might be easier to put in a live bird, but everyone 
else will do that and the aim of every window trimmer should be to do 
something different. The extra effort and work will be well repaid. 

The body of this fowl is made of a large yellow pumpkin. The 
spreading tail consists of genuine turkey feathers stuck into the pumpkin. 
The neck is the neck of a long, yellow squash, and the head is a common 
potato with cranberries for eyes and a piece of red flannel for a comb. 

The wings—or wing as only one side of the bird will be visible,— 
is also made of turkey feathers, and stick down, giving the bird the appear¬ 
ance of strutting. The coop adds a touch of realism which suggests that 
you are fattening the bird for the special feast of your customers. 



45 



















































































































































































The Grocer’s Window Book 



An Unusual Thanksgiving Window 

As the world is sitting down to Thanksgiving dinner, the idea is 
pictured in the window where a large white wooden chopping bowl is used 
to represent the head and face of the world. The bowl is placed against 
the back wall, bottom out. The meridians and parallels are lined in on 
the bottom of the bowl, the eyes, nose and mouth are painted in as sug¬ 
gested in the sketch with a merry and gleeful expression such as would 
justify the sight of an old-fashioned Thanksgiving dinner. The ears 
are made of paper with the points well out at the top and colored as nearly 
like the rest of the bowl as possible, which, by the way, should have red 
cheeks, red lips, but not too red a nose. The figure below can be built up 
on a light lumber framework and stuffed with excelsior or paper over 
which the clothes are arranged. Gloves are used for the hands, the knife 
and fork being placed as suggested, ready for instant use. The table is now 
set before the figure, covered with an immaculately white tablecloth, a real 
or imitation roast turkey with all the garnishing features, etc. In the two 
rear corners are high pyramids, while just forward of each are two more 
smaller pyramids. Along the background, just inside of the two high pyra¬ 
mids are two quite small ones. Some bottled goods are shown in the fore¬ 
ground. Mincemeat, raisins, pumpkin, cranberries, etc., should be dis¬ 
played in the arrangement. 


46 






































































































































Trims for All Holidays 



Thanksgiving Harvest Display 

The window shown in this drawing is typical of the season and the 
general arrangement can easily be followed, and should be adhered to, 
as facility of preparation is in its favor. 

Place the barrel of apples in the center of the window in the position 
of pouring out its contents as shown. This feature of introducing into 
the window prime fresh fruits in its original package is one that the suc¬ 
cessful stores of the large cities always find to be an attracter of trade. 
Pumpkins are used in the display as shown, and at the back of the window 
cornstalks form a background. Cereals in their place with various pack¬ 
aged foods finish the desired touch. 

A New Year’s Resolution Window 

The New Year should always be remembered with an appropriate 
window display. New Year’s is a time for making good resolutions. 
Carry out this idea with a resolution to improve your window displays 
throughout the year, and for a start, here is an idea for a New Year’s 
window. 

A window that is not difficult to construct is this resolution book dis¬ 
play. The book may be made a size to fit the window. The method of 
construction is shown in the smaller illustration in the upper right-hand 
corner. The book is built from light lumber. 


47 





















































The Grocer's Window Book 


When the frame is complete, string tape across the openings to sup¬ 
port heavy paper that is to be pasted on to represent the leaves of the 
resolution pages. Then with this paper—which, by the way, may be 
obtained from the local printer, if you do not have it in stock the book 
will be ready with the exception of the edges. Raisins may be pasted on 
the edges to give the appearance of marbling. 

The wording may be to suit the occasion. For instance, “Resolved, 
That the vear 19— will bring to the customers of this store an unexcelled 
service which will warrant the patronage for another year. 

Or, “Resolved, That John Smith & Company appreciates the friend¬ 
ship of its customers and during the year 19— will continue to serve them 
better, if possible, than during any previous year.” 

And in the other sheet may be written some of the improvements that 

will be instituted during the year. 

The new brooms, the holly decorations, the cartons and bottled goods, 
with a little fruit, complete this window. 

To the dealer who wishes to go into the matter a little bit more elabo¬ 
rately, the pages of the book may be covered with glue and the words made 
up of nuts, coffee, rice, or fruits, and lettering worked out in the articles 

themselves by placing them on the glue. 

“Happy New Year,” or “19—” may be worked out by an arrange¬ 
ment of the coloring in the articles displayed. For instance, in a body of 
almonds or English walnuts, the words will stand out in Brazil nuts. Or, 
if rice is used, coffee will bring out the words. 

i- 



7 \ 


48 







































































































































Trims for All Holidays 



Unusual New Year’s Horn Windoiv 

The background of this window is covered with evergreen foliage 
upon which the words “Happy New Year” are formed with red apples. 
A border around the entire background is made of horns angled outwards 
with a large one in each corner and a very large one in the center pointing 
outward. At the rear of the window are two pyramids setting somewhat 
in from the edge and topped with bottles. Forward of these are two pyra¬ 
mids built of other goods each topped with a tin horn. At the back of the 
window on the floor is a semi-circular line of canned goods. Just forward 
of this line of canned goods is a pair of pyramids, also built of canned 
goods. Three large wooden boxes displaying candied fruits are placed 
near the front of the window on the floor diagonally. Between each two 
of the wooden boxes two cartons are arranged in a V shape. A third carton 
is now placed within the opening and tilted backward so that it is supported 
in an inclined position by the two cartons first mentioned. 

Illuminated Easter . Display 

The approach of Easter gives the retailer a splendid opportunity for 
using his ingenuity in making attractive displays. This rather unusual 
display should create attention, especially if left to light the way to the 
window at night after the store is closed. 


49 



















































































The Grocer’s Window Book 





The main feature of this window is a group of three lighted candles 
at the rear of the window. Genuine large wax candles may be used, or 
candles may be made by rolling up white carboard over a curtain rod, 
gluing the edges and wrapping it with cord, which is to be left on until 
the glue sets, when it may be removed and the curtain rod slipped out. 
When these are so placed in the window that the crease in the paper is 
toward the back of the window the effect will be very good. 

Candlesticks may be built by sawing square blocks from two-inch 
lumber. The largest block, ten to twelve inches square, rests upon the floor. 
On top of this another square block is placed whose dimensions are a couple 
of inches less, until four blocks are piled up, forming a sort of truncated 
pyramid, which steps in one inch at each joint. 

A hole is drilled in the top block sufficient to comfortably take in the 
candle. A hole is bored through the four blocks at the center large enough 
to allow a porcelain insulator to be slipped through which electric wires are 
run to a small electric light, of say, 110 voltage, which is placed at the top 
of the candle. 

A section of the curtain rod upon which the cardboard was originally 
wrapped is glued in place at the top of the candle and sawed off diagon¬ 
ally, a hole being bored through the center for the attachment of the small 
electric light. 


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Trims for All Holidays 


Two other block bases similarly constructed, but of a larger size and 
covered with white paper, are placed on either side of the window on 
which rests a flower pot covered with white paper and containing an 
Easter lily in full bloom. The floor of this window is then practically 
paved with eggs, care being taken to slant all the eggs exactly the same. 

A Display for Easter Time 

The stock shown in this Easter window is mainly cartons of a small 
size. They are built up four steps high, beginning back some distance 
from the plate glass, building back toward the background, and commenc- 
ing at either side within eighteen inches of the side wall, the cartons are 
built upwards and stepping in toward the center of the window. 
Oranges are lined up on the four steps thus formed and a tiny American 
flag floats from the top of each orange. Around the border of the floor 
is also a line of oranges which extends around the base of the cartons as 
well. I he floor space within the boundary lines of the oranges is covered 
with rice. Three choice Easter lily plants are placed on top of the arrange¬ 
ment of cartons. One lily plant is also placed in each rear corner of the 
window. Plants should, of course, be selected with plenty of green foliage 
and the more lilies the better. Each pot is covered with gold paper. If it 
is convenient to show cartons of a green shade, it will be most fortunate for 
the color scheme of the window. 



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The Grocer’s Window Book 



A large Easter lily plant made of paper is built up in the center of 
this window. The blossoms are made of white paper, the sections being 
used to complete the flower. These sections are free at the outer end and 
curve to produce the effect of the lily. To build the most effective repre¬ 
sentative of the plant 4t is advisable to have a good Easter lily plant at 
hand and to study it as the work progresses. Take a knife which is very 
sharp or preferably a razor blade and beginning at a point between two 
petals slice downward carefully to the base of the flower where it joins 
the stem. Repeat this between each two petals. The five sections thus 
produced will furnish a diagram of the pattern to be used in constructing 
the large flowers. A stick may be used for the stem or trunk of the plant 
which is covered with tissue paper. The leaves should also be carefully 
studied and the manner in which they are attached to the stems. The plant 
is built up from a large pot which sets in the center of the window. A 
circle of small cartons extend around this pot on the floor. A line of six 
pyramids extends about the rear line of the window. Four genuine lily 
plants in bloom are placed, two on either side, with fan-shaped arrange¬ 
ments of cartons between them. 


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Trims for All Holidays 



A Window for Lincoln’s Birthday 

This window is designed in honor of the birthday, February 12, of 
Abraham Lincoln, the great war president and railsplitter. The floor of 
the window is covered with crepe paper of a shade which will harmonize 
well with the cartons which are used. A unique arrangement of cartons 
upon the floor consists of lines running from groups of three toward the 
rear wall of the window. These are spaced apart evenly and convention¬ 
ally, the long lines leading from groups quite close to the plate glass, while 
the short lines which are spaced between the long ones connect with groups 
about half way back in the window. A pyramid of cartons is constructed 
against the back wall. The arrangement as shown in the sketch is quite 
broken and irregular, terminating in a column made of a double line of 
cartons which extends from near the floor to the greatest height of the dis¬ 
play where it is topped by a bottle. Bottles are placed upon other topmost 
cartons to produce the effect of pinnacles. A couple of axes are arranged 
conventionally with their handles resting against the main column. Hang¬ 
ing near the top of the window and at either side of the main column are 
small sections of limbs of trees into which wedges have been driven, partly 
splitting them and upon which are lettered the dates “1809” and “1863.” 


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The Grocer’s Window Book 


Lincoln Window Timely Display Feature 

A window designed in honor of the memory of Abraham Lincoln 
is showp herewith. It is safe to say that the interest in our war heroes 
is greater now than ever as a result of European conditions. A portrait of 
Abraham Lincoln is hung on the rear wall of the window and two Amer¬ 
ican flags are crossed and draped below it. 

The general lines of the display are so constructed as to lead the eye 
immediately up to the portrait which hangs well above the goods. With 
the right rear corner as a center, describe the arc of a circle on the floor by 
means of a string and a piece of chalk, the line to lead from the forward 
rigfht hand corner of the window to the rear center. 

Along this line canned goods are arranged carefully to form a perfect 
curve. Another curved line of cans is similarly placed, leading around the 
left hand side of the window. In each rear corner a quarter pyramid is 
built up of canned goods. These cans also are arranged in circles. At the 
top of each pyramid is a glass jar of preserves. Other small cans are con¬ 
ventionally arranged in the V-shaped space formed im the forward part 
of the window. 




fc-XIIIIINLy u U U miu III «-> lll771KTtmnTvmmwtu■«. 




X 

X 


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Trims for All Holidays 



The Lincoln Log Cabin Window 

An attractive window display honoring Lincoln can be made as sug¬ 
gested in this illustration. A miniature log cabin can be made with heavy 
cardboard or light boards. If the window in which this display is to be 
arranged has no great depth, the log cabin should be painted on a heavy 
cardboard and thus the same effect can be obtained. At one side is placed 
a large tree branch with an axe at one side of the cabin. A large picture 
of Lincoln is rested against the side of the cabin. Cartons of convenient 
size are used to spell out the name Lincoln in the foreground. Small stacks 
of canned or packaged goods can be arranged conveniently around the 
cabin to complete the picture. 

The foods used in this picture should add to the story that is told by 
the display. Every window display should tell a story, should convey a 
thought. The display can and should be arranged with this in view. 
Suitable goods to be used in this display would be staple foods, such as 
would be used by Lincoln, foods which represented sound good values. 
A sign might be used to help put this idea over. 


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The Grocer's Window Book 



Camp Scene for Washington's Birthday 

A window display commemorating an epoch of history is a timely 
setting for observing Washington’s birthday. This picture recalls to mind 
the days of Valley Forge, so well known to all. A wall of carton goods 
around the three sides of the window is topped by bottled goods and pre¬ 
serve jars. A small sample tent is pitched at the rear right-hand corner 
of the window. 

A liberal supply of cheap cotton is used to give the effect of snow 
on the ground. An evergreen tree of small size in the rear left-hand corner 
should be well covered with snow. A sign “Valley Forge” in front of the 
tree should be also well covered with snow. 

A break in the snow shows a stream which flows toward the front 
of the window—it may be made of mirrors laid face up on the floor. Spots 
of snow carefully arranged will disguise the joints between the mirrors and 
represent cakes of ice. A flag pole displays the Stars and Stripes, which 
will wave majestically in the breeze if an electric fan is conveniently placed. 
A picture of Valley Forge will add to the interest of the display. 


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Trims for All Holidays 



A Window for Washington’s Birthday 

A large oval-shaped shadow portrait of George Washington occupies 
the favored position in the Colonial display. The portrait is done in dark 
neutral gray, painted on a white background. The sketch herewith shown 
may be thrown up on a large piece of wall board and painted in by an 
artist. Two columns, one on either side of the portrait, are made of car¬ 
tons with the bases and caps made of smaller cartons turned horizontally. 
At the top of each column is a placard with the border and figures done in 
gray upon a white background. “1732” is painted over the one column and 
“1799” over the other. In the forward corners are two pyramids each 
topped with a bottle. Just forward of the portrait and at either side are 
pyramids built of small cartons. A semi-circle of cartons connects these 
two pyramids extending back from one, then forward to the other. For¬ 
ward of each column is a semi-circular arrangement of small cartons. For¬ 
ward of the center of the window is also a row of small cartons, conven¬ 
tionally spaced and placed. 


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The Grocer’s Window Book 


Decorating for the Fourth of July 

It is on such dates as the Fourth of July that most consumers expect 
to find the unusual and attractive in the grocers’ display window. And 
it is at just these times that the window artist must see that the consumer 
is not disappointed. 

Select a line of goods in red cartons, another line of goods in dark 
blue cartons and still another in white cartons, and then group each color 
together. This will give large spots of red, white and blue in the design. 
The colors are indicated in the columns in the sketch. The arrangement 
of colors makes red, white and blue stripes running all the way up and 
down on each pillar of the circle. 

Two large American flags are draped from the arch and just in 
front of them are three muskets stacked and supporting a large green 
wreath. This green wreath and the oranges which are piled up on either 
side to suggest cannon balls, gives just the right note of color to har¬ 
monize with the red, white and blue. 

Small flags are tacked on the walls at each side. A solid floor of 
red, white and blue cartons are so arranged as to make the stripes run 
from the front to the back of the window and extending the width of the 
archway. 

On either side of this are built up pyramids of bottled goods with 
round discs of plate glass or round pieces of heavy mounting board be¬ 
tween each tier of bottles. 



























































































































































































Trims for All Holidays 



July Fourth Display to Catch the Trade 

In this display the goods are set in four groups, including the big 
four in the background. The imitation giant cannon crackers are made 
of canned goods with a light rope glued on the ends to represent a fuse. 
A framework is erected to which is attached the canned goods with wire 
or cord. A little lettering on the background of the block type completes 
the background. The various canned goods shown on both sides of the 
window floor in several rows converge from the goods in the foreground 
to the big four thereby holding the composition intact and getting the 
customers’ attention by the perspective which features the big four. 

Boxes of crackers, bottled olives, pickles, canned lobster, crabs, coffee 
or other products which may he popular for outings, supply the building 
material. 

Several branches of foliage in the two rear corners give a touch of 
realism to the setting and consequently help to put over the idea with 
better effect. Combining the groceries with the occasion for which they 
are best suited is one of the selling points which attracts the customer 
and influences him to buy. Make your displays say something and that 
will be the reason why you sell more. 


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The Grocer’s Window Book 



Beverages for the July 4 lli Display 

No better line of goods can be used for a Fourth of July window 
than an attractive selection of hot-weather beverages. The floor is first 
covered by a buff or orange paper. A row of bottles extends across the 
entire width of the window, the neck of each bottle pointing towards the 
front of the window in close formation. About three inches back of this 
row is another row of bottles standing vertically and placed slightly 
apart. Just forward of this row is another row of smaller bottles alter¬ 
nating with those bottles just back of them. 

At the back of the window a low bench or shelf is placed just high 
enough to properly display another row of larger bottles placed close 
together and high enough so that the labels are not interfered with too 
much by the necks of the bottles just in front of them. All the bottles 
should be carefully polished before being placed in position so as to get 
the full benefit of the brilliancy which is the main charm of such a dis¬ 
play. On the background just above the bottle display and formed of 
firecrackers of the “giant” variety are the figures “1776.” 


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Trims for All Holidays 



The Window for Memorial Day 

Against the background of this window two large American flags 
are crossed and draped up over the point of crossing which should not 
be too low down. Suspended in front of and from above these flags is 
a large wreath. If the greenery is not at hand to make one the florist will 
furnish a suitable one tied with a large bow of lavender tulle ribbon. At 
either rear corner of the window is a semi-circular line of cartons built 
almost to the wall. Inside of this circle is another smaller semi-circle 
built two cans high. Only the upper row of this inner semi-circle is 
visible, the cans which rest on the floor being used merely as a support 
for the upper row which is visible and topped by three bottle. A small 
carton is placed upon each of the cans of the forward semi-circle. Along 
either end of the window is a row of cans resting on the floor. Upon 
each can a bottle is placed. If the cans used throughout this display 
are mostly white with either red or blue lettering predominating, the 
floor should be covered with dark blue paper. Upon this floor of dark blue 
paper a line of small cans with red labels forms a design which may be 
described as follows: Extending across the front of the window near 
the glass the two ends turn in time to leave a fair margin at each end; 
then from each end curve to a point where they meet at the rear center 
of the window. 


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The Grocer's Window Book 



Flag Day Display 

Two immense flags draped back just inside of the plate glass form 
the portieres through which the flag display is visible. A high pinnacle 
effect built of cartons is constructed near the rear wall and topped with 
an American flag. Pinnacles built of smaller cartons are placed to the 
right and left of this central figure. Arches at the right and left corners 
are also made of cartons topped with a vertical carton from which the 
flag flies. On the central pinnacle minarets made of cartons are topped 
by small American flags. A semi-circular border connecting the two 
archways encloses a section that represents the lawn. The floor having 
first been covered with paper, is now sprinkled over with green tea. The 
driveway which leads from one archway to the other is covered with 
coffee grains. Tiny toy automobiles, bright colored ones preferred, are 
placed here and there on the driveway. 


A Window for St. Valentine's Week 

This arrangement designed for St. Valentine’s Day has for its 
identifying feature five hearts of various sizes arranged along the back¬ 
ground. The largest heart, made of red cardboard with a wide border 
of gold, has, tacked to the back, some light strips of wood to hold it 


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Trims for All Holidays 



rigidly flat. On either side of this large heart is one somewhat smaller 
in size, but similar in design. In the small spaces below at either side 
of the large heart, smaller red hearts are placed. A curved line of cans 
arranged in the form of an arc, with its convexity toward the front of 
the window and with its length about two-thirds of the width of the 
window, is placed well back, with a column construction of cans, two 
cans wide, erected at its center at the back of the window. A long nar¬ 
row piece of plate glass run through just above the second tier of cans, 
supports a bottle at either end. This cross piece of glass, being exactly 
balanced, the construction of the column continues upon it. At either 
end of the arc formed by the row of cans, the row dips back in a slightly 
curved line towards the two rear corners of the window. In the floor 
space at either rear corner a pyramid of canned goods is erected and 
topped with a bottle. Just forward of the curved line of cans upon the 
floor is a long line of low, small, flat cans, probably circular in shape. 
This line is several inches forward of the taller cans and parallels them, 
repeating the curves and circling forward slightly at either end, meeting 
the side walls of the window. A few flat cartons conventionally placed 
complete the immediate foreground. 


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The Grocer’s Window Book 



St. Valentine's Day Display 

A set of display standards especially designed for St. Valentine's 
Day are suggested in the accompanying sketch. These standards are 
made by sawing out hearts from light weight lumber. The heart shaped 
discs are then rubbed down with sandpaper and painted a bright orange 
red followed with good enamel. These discs are supported by two by 
twos with bases large enough to insure stability. The discs should be 
tipped forward sufficiently to display the goods nicely. A slant of about 
thirty degrees will serve very well. A large heart is constructed for 
the center of the display, with six small ones for the surrounding ar¬ 
rangement. Festoons of baby ribbon with tiny red hearts suspended 
are draped from the center heart to each of the other hearts in the 
window. Goods in open boxes such as candy, dates, figs, raisins and 
candied fruits are to be shown. The candy boxes which are placed on 
the sloping surfaces should rest against tiny brads which are practically 
invisible, to prevent them sliding off. Wooden boxes of dates, figs 
etc., are displayed on the floor, symmetrically arranged, but not too 
rigidly placed. 


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Trims for All Holidays 



Sales Winning Plan for St. Valentine's 

The big feature of this Valentine window is a very large heart hung 
at the center of the background. The heart is constructed of very light 
lumber on a light framework, after which it is covered with bright red 
paper or cardboard. The heart is bordered with cans of pineapple, 
small sized cans being used and each can wired in place by the use 
of an invisible wire passed through small holes made in the framework, 
which are quickly made with a small drill. 

Lettered in white on the heart are the words “St. Valentine, His 
Day/’ A large arrow is made of light lumber and covered with red 
paper to match the heart. The small pineapple cans are also wired to 
this arrow after which the arrow is hung in place, the point being either 
wired or nailed to the heart in such a way that it is invisible, and the tail 
of the arrow being tacked or wired to the side wall. 

If the construction of the window is such that it is found imprac¬ 
tical to tack the arrow to the wall, the arrow may be suspended from the 
ceiling by wire. The size of the heart and its position is such that there 
is about eighteen inches between the lower point of the heart and'the 
floor. 

The floor display consists of boxes of dates, figs, dried apricots, 
prunes, marshmallows and other candies. It is built up on a sloping 
eflfect. 


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The Grocer's Window Book 


Hallowe'en Offers Many Display Ideas 

The object of a window display of a Hallowe’en nature is to present 
the goods that will be foremost at this time of the year. Various products 
are best adapted to the various seasons and the nature of goods called 
for in this display are the ones that are popular during Hallowe’en. 

The built-up formation of cartons on which the jack o’ lanterns are 
placed may be represented by packages of dates, figs or other dried 
fruits, or if these are not of a convenient size, some other carton goods 
will do. The jack o’ lanterns are placed on the top box of the formation, 
which will be safe if the cartons are large enough or if the cartons are 
erected in a pyramid style. The basket of fruit placed in the center 
makes an appetizing display. Another arrangement, which could be 
had if desired, would be to place the barrel of cider in the center of the 
window. This is merely a matter of taste and either idea will work out 
nicely. 

The pumpkins which are placed in the foreground are of rather a 
large size and smaller pumpkins placed in alternate order will prove 
attractive. The bottles of grape juice and apples are aptly placed and 
make most fitting additions for a Hallowe’en display. 

The background can be made very attractive by using a bright 
orange colored crepe paper upon which the silhouettes of the hobgoblins 
can be pasted, or the crepe paper can be bought already printed from 
a variety store which has the different colors printed with witches, cats 
and owls. 



66 



































































Trims for All Holidays 

Various arrangements of the goods shown may be adopted. For 
instance, the cider barrel may be put in the center as suggested above. 
Or the barrel at the side may be replaced by several pumpkins, thereby 
corresponding with the other side of the display. 

Dress Up the Window for a Hallowe’en Sale 

I he background of the Hallowe’en window has a startling and 
effective arrangement of five horizontal stripes, bold and wide, running 
around the two sides and back of the window. The black stripes are to 
be black in the window and the white stripes as shown in the sketch 
should be a brilliant orange in the window. This gives a predominance 
of black and a most effective brilliant display of orange. In the two rear 
corners of the window small trees are placed with an abundance of 
apples fastened to the limbs. In the center of the window well back is a 
large shock of fodder arranged in a most natural way. The ears of corn 
should remain on the stalk and it would be well to pull the husks partly 
back now and then so that the yellow corn shows nicely. The floor 
space in the window is covered with English walnuts and pumpkin jack 
o’ lanterns are set here and there with electric lights inside and bright 
orange red postoffice paper on the inside of the eyes, nose and mouth so 
that when the light shines through a beautiful orange effect of a very 
warm tone is produced. 




67 























The Grocer’s Window Book 



Hallowe'en Witch Display 

The display in this window consists of pyramids and cones of 
canned goods. In the two forward corners of the window are circular 
groups of cans. Just inside of these and next to the plate glass are 
two pyramids of cans built four cans high with a bottle at the top of 
each. Just inside of these two pyramids and slightly back of them are 
two cone-shaped arrangements of cans built up in circles from the floor, 
three cans high, with a pumpkin jack o’ lantern resting on each. There 
should be a light in each jack o’ lantern. At the back of the window and 
exactly at the center is a third jack o’ lantern supported by a group of 
cans two cans high. Pyramids semi-circular in arrangement and four 
cans high are each topped with a bottle and occupy the two rear corners. 
A couple of small pyramids are built of smaller cans and occupy floor 
space somewhat in advance of these rear pyramids. A figure of a witch 
is cut out of cardboard and backed up with a very light wooden frame. 
The witch wears a high peaked hat, mostly black with a yellow band 
around it; her dress is black and she rides an old-fashioned broom. 
The witch and her broom, etc., are supported from the ceiling by invisi¬ 
ble wires. An electric fan placed back of one of the pyramids should be 
so directed as to cause the witch to sway back and forth just enough 
to give some action to the display. 


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Trims for All Holidays 



Apple Hallozve’en Window Decoration 

A suggestion for a Hallowe’en window displaying apples and Eng¬ 
lish walnuts is shown herewith. The idea is an extremely practical one 
and is intended to pull hard on sales along the line of least resistance. A 
liberal supply of apples and nuts at this time will act as a proper 
reminder. 

On the background of the window and pretty well up, the word 
“Hallowe’en” is lettered as large as the window will permit. The 
letters are first chalked out, then small wire nails are driven in such a 
manner that the apples are impaled on the nails carefully and accurately, 
so that the lines of the letters will be even and true. A couple of clean 
barrels, one in each corner of the window, are raised up somewhat at 
the hack by means of wooden blocks. 

The window is now divided in the middle from front to rear and 
apples are thrown in on the floor on one side, while nuts occupy the 
other side. Quite a quantity should be used and the barrels should be 
partially filled to give the effect of their just being emptied out on the 
floor. 

Large red apples are now selected and hung at different heights all 
through the window by means of threads which suspend them from the 
ceiling. Nuts are also suspended from the ceiling in the same manner. 
Placards may be placed in the window announcing special prices on 
these products. 


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The Grocer’s Window Book 



Banner Trim for St. Patrick’s Day 

Among the patron saints of Ireland is St. Patrick, who is attrac¬ 
tively featured on March 17, much to the window trimmer’s satisfaction. 
Shamrocks and other Irish products make excellent decorations for 
arranging an interesting display. Green and white are considered very 
fashionable, and with the substantial eatables we have emerald gems 
from the Isle o’ Erin hard to beat. 

Early in March the accompanying design may well be used to cele¬ 
brate St. Patrick’s Day. The floor of the window is to be bordered with 
cans of corned beef. Upon each can rests a large onion. 

On the floor and inside of this border of cans Irish potatoes are 
piled in to a depth almost reaching the tops of the cans. Large, fine- 
looking potatoes should of course be selected. 

A large banner made of light green cloth with gold lettering, dark 
green fringe or gold fringe and dark green shamrocks is hung on a gold 
curtain rod with brass rings. 

This banner is supported by an upright gold rod on top of which 
is an Irish harp. Gold cord and tassels are draped to either side from 
this banner. 

Two large dark green shamrocks are placed against the rear wall 
on either side of the banner. White lettering may be done on the leaves 
of the shamrocks, giving the prices, etc., of the products shown. 


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Trims for All Holidays 



Window for St. Patrick's Day 

A simple window trim and one suitable for an observance of St. 
Patrick’s Day consists of a window filled with large Irish potatoes 
heaped high in the center. An immense shamrock is made of green 
cardboard, one sheet being used for each leaf which is tacked to a light 
framework which holds it in position. An upright somewhat heavier 
than the other pieces is covered with green paper and serves as a stem 
of the shamrock. Water color paints may be used to draw in the veins 
and shading on the leaves. If one is accustomed to using the opaque 
water colors, the results thus obtained will be bolder and better suited to 
poster work. 

We would suggest that you use a shamrock as a model, following 
the shades and the high lights on the leaves and on the veins. Ordinary 
small shamrocks or imitations of shamrocks are stuck into the potatoes 
here and there until a pretty good sprinkling of green spots is effected. 
The large shamrock is now erected at the center of the pile. 


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The Grocer’s Window Book 



Display in Honor of Mother's Day 

A window decorated in honor of Mother’s Day displays a quantity 
of cartons built across the window from left to right in the form of a 
low wall, about half way from front to back. At the center of this wall 
is an opening spanned by an archway made of cartons. At either end of 
the wall is a pyramid effect also made of cartons. At the back of the 
window is a very large truncated pyramid construction of cartons. Top¬ 
ping this arrangement at the right and left are three carton pyramids. 
Just forward of the large pyramid are small pyramids made of small 
cans which are built up to about the height of the center arch. Just back 
of the center arch is a tall pedestal upon which rests a vase filled with 
white carnations. To the right and left of this pedestal are lower pedes¬ 
tals which also display vases with large bouquets of white carnations. 
Forward of the wall effect is a series of loops, four in number, two on 
each side of the entrance. The floor within these loops is covered 
with raisins; the remaining floor space is covered with English walnuts. 


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Trims for All Holidays 



Window for Armistice Day 

This Armistice Day window displays war relics and Allied flags in 
conjunction with cartons and fruit. Against the background of the 
window the flags of the Allies are festooned. On the floor just in front 
of this arrangement may be a couple of German rifles or machine guns, 
some captured German gas masks, shells, etc. Labels indicating the na¬ 
ture of the separate items and something of their history add greatly 
to the interest of the display. A couple of pyramids of carton goods are 
built, one near each forward corner of the window. American flags are 
attached to each carton horizontally with each top carton topped with 
a small flag. Oranges are arranged in rows upon the floor around each 
of the pyramids. 





































































































CHAPTER TWO 


Timely Window Displays 



Making Way for House Cleaning 

A ND now comes house cleaning time—the period of household unrest 
followed by domestic chaos. 

This window display shows an arrangement of brooms, mops, 
brushes, soaps, washing powders, water softeners, scouring compounds, 
ammonia, etc. In each rear corner of the window a pyramid is built up 
of cartons. Three rows are vertically placed, three rows above this hori¬ 
zontally placed, upon which are two more rows three cartons wide verti¬ 
cally placed topped by a couple of ammonia bottles. 

In the center of the window at the back is a small pyramid of large 
cartons topped by an ammonia bottle. Between these two pyramids are 
two brooms vertically placed with the brush end up. One broom is also 
similarly placed in each corner. Also in each corner is a mop or floor 
polisher resting against a side wall. 

On the floor is a fan-shape arrangement of brooms with the brush 
end of the broom along the outside or circumference of the fan. Be¬ 
tween these brooms are two rows of cans, one vertically placed and the 
other with the cans so placed as to converge toward the center of the 
circle. 


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Timely Window Displays 



The Window for Washday 

The two tubs used iri this washday window are merely make-believe 
tubs and are made as a mason would build a wall, except that bars of 
kitchen soap are used instead of bricks, and without the use of mortar. A 
couple of washboards take their places, one in each tub, facing the front 
of the window, and a cake of soap rests on each. Small pyramids of 
washing powder are built in the openings of triangle shape which are 
formed in the foreground and each is topped with a bottle of bluing. 
Three pyramids are built along the back wall of the window, the center 
one being the highest. These pyramids are made of cartons of water 
softeners and washing powders. Bottles of bluing top the pyramids, and 
also rest on the edges of the tubs. Inside each tub and about one-third 
of the distance from the top is a false bottom made of cardboard through 
which the washboards extend. Popcorn is scattered over the false bottom 
to represent soapsuds. 


The Large flatiron Display 

Products carried by the store in the form of washing materials, built 
in the shape of a large flatiron, is a combined window attraction to cal! 
customers' attention to purchases. The big sadiron, which is the prom- 


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The Grocer's Window Book 


inent feature of the window, is chalked out on the floor, large enough 
to occupy a good share of the floor space. Cartons are arranged along 
the outline as it has been drawn on the floor. One-quarter inch pine 
hoards are now used as a covering on top of the cartons already in place. 

A row of small cartons are used to make a sloping edge or bevel 
all around the top of the iron. Inside of this bevel a row of cans is placed 
and the remaining space on top of the iron is filled in with flat cans. 

A piece of strap iron of good heavy quality should be used for the 
handle, the iron being bent with the proper curve at each end to represent 
nicely the curve of the handle. The two ends of the strap iron are turned 
outward and twisted slightly, so that one turns to the right while the 
other turns to the left, allowing a turn-up of about two or three inches 
with holes drilled for screws in order to make the handle fast to the cover¬ 
ing of one-quarter-inch boards already described. 

Cartons are now r wired to the strap iron to form the body of the handle. 
A row of bottles runs along each end of the window. Ammonia and 
bluing may be shown alternately in these rows. A column of soap is built 
up in the rear of the window. A line of cartons runs across the front 
of the window, each one being topped with an iron waxer, iron waxers 
also being placed between each two cartons which are placed well apart. 
A large placard is displayed in the window with the heading, “How to 
Make a Sadiron Glad,” with suggestions following concerning attractive 
prices and quality of goods. 



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Timely Window Displays 




To Sell Washday Goods 

A window to sell house-cleaning materials and wash day merchandise 
is this combination display with soaps, washing powders, and washing 
equipment. The display is built around a circular cone effect in the center 
of the window on which are placed a variety of goods for use in house¬ 
cleaning. There are three successive layers, each smaller than the other, 
leading up to the peak at the top. Circling each layer is a row of cartons, 
topped by a bottle of bluing. Each higher row will have cartons and 
bottles slightly smaller than the one on the lower row. 

Around the front of this circular cone effect pyramid is scattered 
in orderly array a number of clothes-lines. At each rear corner is placed 
a wringer and in front of the wringers are washboards with a cake of 
soap on each one. In the forward corners are small piles of soaps of 
various kinds. At the rear on the background behind the pyramids can 
he placed signs telling of the sale and prices. 


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The Grocer’s Window Book 



Illustrating the Change of Seasons 

The March window display depicts the month of March as coming 
in like a lion and going out like a lamb. This feature of the display is made 
by doing a picture of a lion, life size, on wall board. This is probably best 
done by a card writer who has the ability to draw. It should be done 
in colors and cut out with a scroll-saw. The lion is, of course, coming 
in rampant. Another figure of a lamb is also done on wall board and cut 
out with a scroll-saw. The figures of the animals may either be supported 
from the floor by light rods or suspended from the ceiling by several in¬ 
visible wires. A large hoop is covered with paper and then broken through 
in the center as though the lion had jumped through it. The hoop through 
which the lamb jumps has no covering of paper and is placed low down 
so that the lamb may scamper through without much effort. However, 
the figure of the lamb should have considerable action, as this will 
add greatly to the interest of the display. The sketch gives a fairly good 
idea of the action which should be depicted. At the back of the window 
a wall of cartons two cartons high, is built. At the center of this wall 
a pyramid is erected, while at either end three carton pyramids are erected. 
These are topped with bottles. On either side of the central pyramid there 
are two small pyramids built of small cans and topped with bottles. 
Just forward of the wall is a row of bottles spaced apart. 

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Timely Window Displays 



Here is the window for the merry month of May. If cans are used 
in this display with labels in which light blue predominates, it will be 
well to cover the floor with crepe paper of a delicate shade of pink. Across 
the front of the window eight groups of cans may be spaced apart, each 
group containing four cans, placed as close together as they will go and 
arranged conveniently with one can of the group placed pointing towards 
the window and with its label square with the window. Upon each one 
of these group of four cans two more cans are placed, one above the other, 
and topped with a bottle. If the size of the window does not permit of 
eight such groups without crowding, six or even four may be used accord¬ 
ing to the size of the available floor spaces. Towards the rear of the 
window and in the center of the space a May pole is built up by starting 
with four cans placed on the floor just as we started with four cans in 
each of the forward groups. The column is now built up by placing one 
can upon another until the four cans are built up to a good height, possibly 
eight cans high. A number of the smaller groups of cans (such as we 
have in the forward row) may be spotted about generously and con¬ 
ventionally within the remaining floor space, those in the rear being built 
up even higher than those in the forward part of the window, and all 
being capped with bottles. White ribbons are now started and wound 
about the top of the May pole in the basket weave design to some depth 


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The Grocer’s Window Book 


from the top, from which point they loop gracefully to the different bot¬ 
tles where they are attached by double bows. 

A Windozv for May Day 

In the center of the May Day window is a large column made of large 
sized cans, one above the other to a good height in the window. This 
column is considered as the May pole. On top of the May pole is a large 
jar of the glass globe variety filled with candies. In a large circle on the 
floor is a line of cartons only slightly spaced apart. Ribbons are draped 
from the May pole to each one of the cartons in this circle. The ribbons are 
attached to the top of the May pole, around the entire circumference of the 
top can. The next step is to weave these ribbons about the May pole down 
some distance from the top, at least to the depth of one can. From this 
point the ribbons are draped in a graceful sweep, each to one of the cartons. 
Care should be taken not to draw the ribbons tight, nor to make the lines 
straight from the May pole to the cartons. Plenty of ribbon should be 
used in each loop to get a graceful festoon effect. The ribbons used should 
alternate white with pink or pink with green. The shades of course should 
be delicate. In each rear corner is a pyramid of small cartons placed 
diagonally across the corner. In each of the two forward comers is also 
a-pyramid of small cartons and placed at an angle. 



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Timely Window Displays 



Ring Up Sales by Showing Bride's Windotv 

A framework of light lumber is built to fit the back of the window 
covered with unbleached muslin and papered with white paper. A card 
writer or sign painter will take the job up at this point and sketch in the 
light gray siding, the green shutters, the white trimming around the win¬ 
dow and the white window sash. The red brick of the foundation extends 
across the window below the siding. 

Real vines are now draped up the corners and across the top in not 
too conventional a manner. If the artist is sufficiently ambitious, the frame 
may be so built that the window is shown open with actual lace curtains 
hung back of it and a life-sized lithographed cut-out of a girl placed in 
the window. 

On either side of the floor display is a double row of cans, each pair 
tipped up towards the front of the window and held in place by putting 
another can horizontally crosswise beneath. A pyramid of cans on either 
side of the window towards the rear is topped with a bottle. A truncated 
pyramid of small cartons is topped with bottles alternated with oranges. 

A row of flat cans such as are used for fish, runs around the floor 
space to form a border following the contour of the part of the display 
which has already been placed. Across the front of the window is a row of 
macaroni cartons extending from one forward corner to the other and 
placed horizontally. 


-< 


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The Grocer’s Window Book 



A Hot Weather Hammock Window 

The hammock window is a hot weather window and if a little en¬ 
thusiasm is used in its arrangement it will effectively flag the public on 
a hot day. The hammock, the magazines, the pitcher of lemonade, the 
glass with a straw and a liberal display of charged beverages and a lib¬ 
eral arrangement of leafy green boughs is the system used here. The 
hammock is hung from the left forward corner to the rear right corner; 
one with attractive coloring harmonizing with the colors in the goods used 
and with the oranges on the floor, the lemons, and the magazines in the 
hammock. A shelf at the rear of the window has an arrangement of 
cartons topped with bottled goods. A border of cartons runs around the 
entire floor space. At each corner of the window is a tall pyramid also 
made of cartons and topped with a brilliant bottled beverage. The floor 
inside of this carton border now has a border of oranges and within this 
border of oranges the floor space is covered with lemons. If the fruit 
is dipped in wax before it is placed it will surely save changing frequently. 
A tabourette supports the pitcher of lemonade and the glass with the straw, 
the top first being covered with a neat white napkin. The arrangement 
of the foliage is very important, liberal branches of fresh green leaves 
producing the coolest effect. 


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Timely Window Displays 



Fish Products Offer Timely Display Idea 


When the warm weather conies again, an attractive display of fish¬ 
ing tackle with all its accessories is bound to bring back fond memories 
and to excite a longing for the coming vacation, and especially to create 
an interest in the fish display which is arranged in the foreground. 

The fishing tackle which is displayed in the background will gladly 
be lent by a sporting goods house if a placard is displayed announcing that 
the goods are there through the courtesy of the lender. 

Six attractive fishing rods of different weights are arranged against 
the background, three leading upward and across the window from each 
lower corner. A minnow net is shown in each rear corner. A basket and 
a couple of minnow buckets are shown near the center of the window. 

The floor space is bordered with a row of canned fish of different 
varieties and sizes. At the ends of the window these are built into pyra¬ 
mids. Covering almost the whole floor space, the word “Fish” is spelled 
out in large letters, fish cans being used to produce the effect. The floor 
covering should be of such a nature as to contrast in a marked degree 
with the coloring of the cans in the letters. 

For use in this display we might suggest such fish as crabs, salmon, 
oysters, shrimp, lobster, fish flakes, cod, tuna, sea clams and sardines. 


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The Grocer’s Window Book 


a 



The Window of the Red Cross 

Built up at the back of the window is a high wall of cans occupying 
about two-thirds of the window. Most of these cans have white paper 
labels printed in pale blue or possibly pale green. As the wall of cans is 
built up, the red cross is worked in by using cans covered with red labels, 
the red cans being worked into each row of the display in such a way as 
to form a red cross as shown in the sketch. 

On top of this wall of cans, small red crosses are made by using five 
small red cartons and two small white ones of exactly the same size, the 
two small white ones being used to support the red cartons which form 
the horizontal bar. In each lower corner is a pyramid of cartons with 
pale blue predominating. On top of each pyramid is a small red cross 
formed of small cartons arranged similarly to those on top of the wall. 
Between these two, and forward of the wall of cans, is a small pyramid 
built of cans with white predominating. In the forward part of the win¬ 
dow and centered is a short row of small cartons somewhat spaced apart 
and with the bottom of each carton towards the plate glass. A few cans 
vertically placed are topped with horizontal cans. Red Cross posters 
may be used with good effect. 


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Timely Window Displays 



Lawn Party Trim Invites Attention 

A line of grocery goods such as might be suggested for a lawn party 
may be used for display purposes in the idea illustrated here. A very 
large Japanese umbrella is erected in the center of the window, the handle 
being mortised into a wooden block which is heavy enough to hold the 
whole arrangement firmly upright. The floor is first covered with a white 
tablecloth. The block is centered upon this cloth and the Japanese um¬ 
brella handle inserted. The block is covered over with green leaves and 
a sprinkling of white flowers. Around the circumference of the umbrella, 
Japanese lanterns are hung. Electric wiring provides a small light in each 
lantern. 

Around the three sides of the window, cartons or cans, whichever 
are most convenient, are shown built up high at the corner and stripping 
down toward the center with a small pyramid at,the rear. 

The floor space between the table cloth and this border of canned 
foods or cartons may be covered over with imitation grass, such as green 
moss or green crepe paper. China plates placed around the edges of the 
table cloth are heaped up with the products displayed in the cartons or 
cans. Where coffee is displayed, thermo bottles may be shown as a sug¬ 
gestion for keeping it hot. 


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The Grocer’s Window Book 



Groceries for a Rainy Day Aptly Displayed 

This display should suggest to the customer the need of laying by 
something in the way of provisions for a rainy day. Groceries placed in 
an artistic group show up extraordinarily well when topped by a large 
umbrella. The idea of being ready for a rainy day is growing more and 
more popular, and a grocery idea along this line shoots at the mark. 

A large canvas umbrella such as is used at the beaches and on delivery 
wagons for sunshades, is placed in the window in such a way that the 
goods are stacked up beneath it, and to be sheltered by it. 

In the center is a large sack of flour. Just back of this and on either 
side are pyramids of breakfast food in cartons. Pyramids of coffee in 
cans are displayed just in front of these, topped by bottles of vinegar. 

On the floor are curved lines of cans lying flat containing soup. In 
the center are small pails of shortening. Upon the center pail is a large 
bottle of olive oil and upon the two pails at the sides are large jars of pre¬ 
serves or jams, with horizontal cans placed upon each. 

In each forward corner of the window is a pair of bright, new, shiny 
overshoes, a very small pair of ladies’ shoes occupying one corner, while 
a very large pair of gentlemen’s shoes is placed in the other corner. Long 
and short strings of silver tinsel are hung from the edge of the umbrella 
to produce the effect of water dripping down. The more liberally the 
tinsel is used the better will be the effect. 


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Timely Window Displays 


Baseball Diamond Display for Scoring a Hit 

The national game is one of paramount interest to many and a 
diamond built in the window would seem a striking idea for getting the 
attention of the public. 

The accompanying sketch represents a diamond running the full 
length and width of the window. This diamond is laid out with a row of 
cartons, within which baseball bats are stacked and wired at the top, being 
topped with a good league ball. Balls are also placed on the floor in the 
spaces between the bats. 

Pyramids of large cartons are arranged, one in each rear corner and 
each topped with a baseball. Two pyramids of smaller cartons are built 
up near the back wall and just inside these two large pyramids, each topped 
with a horizontal can. On the floor and forward of the diamond, follow¬ 
ing its lines, are short rows of cartons or cans placed longitudinally. 

A couple of baseball bats and also a couple of gloves or mitts are 
put in the open spaces in the forward part of the window. If it is desired, 
a few prizes in the way of balls, bats, masks and gloves may be offered to 
interest the boys in the sale of goods. 







































































































The Grocer’s Window Book 


“Classy” Display Solves School Lunch Problem 

School days represent a period of the year whose approach along 
with the cool days of September should be heeded for promoting sales 
along certain lines. Among the subjects of every day affairs choice morsels 
in ready-to-eat products occupy much prominence. 

A blackboard is built across the back and the two sides of the window. 

Regular blackboard material may be used or ordinary dull black paper 
may be stretched on a wooden frame, one frame each being used for the 
back and two sides. A piece of moulding is run around the lower edge 
of the boards to hold erasers and chalk. 

A few rough diagrams of geometry propositions, some childish draw¬ 
ings, etc., may be mixed in with announcements concerning the lines of 
goods carried, their prices and desirable qualities. 

Two large pyramids of canned foods are build up against the back 
of the window, topped with jelly glasses and catsup bottles, which rest 
upon a tier of honeycomb frames. The lower part of the pyramids is 
built of cans of pork and beans and olive cans. 

Glass jars of strained honey are arranged in two groups, one at each 
end of the window. On the floor are boxes of dates and figs and cans of 
deviled ham. Arranged through the window are a number of school 
slates, arranged conveniently, and on these are lettered prices and ad¬ 
vertising messages. 



88 

















































































Timely Window Displays 



A Windozv for the Summer Traveler 

During the summer vacation period a very popular subject is the 
eats for the traveler. The accompanying display is arranged to attract 
the attention of the prospective traveler and to suggest to him an appetiz¬ 
ing list for the traveler’s lunch box. Usually no expense is spared to make 
this box appetizing and inviting. A little judgment used in selection of 
goods displayed with this idea will not come amiss. A couple of trunks 
of an up-to-date popular design will be loaned by a trunk dealer. A card 
should be attached, giving him credit for his courtesy. Suitcases, bags, 
hat boxes, shawl-strap baggage and golf sticks make up this part of the 
display. A column in each rear corner is made of cartons topped with 
a bottle. Smaller pyramids in between are also topped with bottles. A 
larger pyramid in the foreground on the left side is capped with a bottle. 
A semi-circle of sardine or salmon cans forms a good line just forward 
of the baggage. Small pyramids three cans high in this section are also 
topped with bottles. Beverages may well be introduced along with sauces, 
salad, pickles, mustard, horseradish, etc., especial attention being given to 
appetizers. 


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CHAPTER THREE 


Displays for Canned Foods 



Placard Cut-out IVindozv Display 

C LEVERLY displayed windows are what get the attention and hold 
the trade. Good displays precede delivering the goods, and if you 
want to profit by experience along this line the best way to do it is 
to follow a planned out idea and construct it into a reality, making what¬ 
ever changes that you see fit for your particular window. Arrange a dis¬ 
play that looks well and you will feel an interest in watching the people 
watch your window displays that pleases them and you. Build a window 
trim that pulls the people on your side of the street and the result is— 
business for you! 

So especially true is this in the case of canned foods that the grocer 
should give special care and attention to the displays of canned foods. 
Every occasion throughout the entire year calls for canned foods of one 
kind or another. There is a canned article for every meal and every 
occasion. Canned foods should always play a prominent part in displays. 
Here follow a few suggestions for displays of canned foods. 

Ten large placards with cut-outs in the center vertically and diagon¬ 
ally as shown so that canned goods may be inserted half way through with 


90 























































































































































































Displays for Canned Goods 


a perfect fit are lettered by a card-writer, giving prices and boosting qual¬ 
ity. Six small cards with similar cut-outs to accommodate small cans 
and also lettered and brilliantly decorated are an important stock in this 
exhibit. In each rear corner of the window is a tall pyramid of cartons. 
Twin pyramids at the rear of the window are built of canned goods. For¬ 
ward of these three wood standards display three of the large placards 
with canned goods inserted in the cut-outs. Upon the floor and in the 
semi-circle are seven large placards with cut-outs and cans inserted, let¬ 
tered and decorated as suggested. Forward of these still is a small semi¬ 
circle of six smaller placards with the inserts already described. At the 
forward center of the floor space is a small pyramid built of quite small 
cans. In each forward corner is a pyramid built to medium height with 
a medium sized can. 


The IVindozv of the Diagonals 

The lines of this display are rather unusual. The foundation con¬ 
sists of diagonals made of cans, one drawn from the rear left corner to 
the forward right corner, the other drawn from the forward left corner 
to the rear right corner. These diagonals of course cross at the exact cen¬ 
ter of the window where the highest point of the display is built up. 

The cans as stated are first arranged in rows along these lines. In 
each corner of the window they are built up three cans high and topped 



91 














































































































































































































































The Grocer’s Window Book 


with a bottle. At the center of the window a pyramid is built up with 
four wings which rest on the diagonals already described. This pyramid 
is built up to a height of four cans from the floor. The steps in the pyra¬ 
mids are two cans deep and upon the end can of each step rests a bottle. 
In the spaces left open on the floor, single cans are placed vertically and 
topped with horizontal cans. In the forward central space three cans 
placed together support a column of two cans vertically placed and topped 
with a horizontal can. 


Contrasting Fresh Fruits with Nczv Pack 


The drawing shows in the foreground of the window the wind-up of 
the season in fresh fruits. They become “higher and fewer” in all sections 
of the country as October rolls into November. The window is intended 
to remind that the season for fresh fruits is over and a demand for your 
bottled and canned products of fresh fruits will grow apace. 

There can of course be no question as to the purity of the fresh article 
at the front of the window shown in the above cut. If the display is one 
made up of clean, bright, fresh stock, properly arranged, there is no ques¬ 
tion as to the purity message it carries. 

Now, then, at the rear of the window is shown the next step in fruits 
—the jars of the preserved article and the cans of the canned fruits and 


vegetables. 











92 










































Displays for Canned Goods 


Show and talk the jars of preserved and the canned fruits always 
when the women ask for the fresh article. Pretty soon there will be no 
fresh goods to talk about and your campaign on the best brands will be 
under good headway. 


The Hanging Pyramids 

An unusual display for canned foods is this hanging pyramid win¬ 
dow in which five pyramids are suspended from the ceiling by means of 
strong wire. The main attraction of the display is the hanging effect. 
Three large pyramids and two smaller ones at the back make up the dis¬ 
play. A circular framework is made of boards. To this is attached three 
strong wires, evenly placed around the edge, coming to a point at the 
ceiling in which is screwed strong screw eyes. For building up the cones 
or pyramids, a basis of empty boxes should be used so as to lighten the 
load as much as possible. Care must be taken so that the load on each 
framework will be evenly distributed. Along the floor at the front of 
the window smaller cans are placed. A row of cans, placed overlapping 
each other, faces the window with a series of three small pyramids in 
the center of the window behind this row of cans. This display can be 
worked out in a number of different ways. Each of the hanging pyra¬ 
mids may represent a different vegetable or fruit, or they may be mixed. 
Color combinations can be worked in to give a pleasing effect. 



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The Grocer’s Window Book 


Canned Foods Form Pleasing Floor Array 

The floor of the window here shown is covered completely with cans 
of fruit, arranged in rows running from the front to the rear of the 
window and placed so close together that not a bit of floor shows any¬ 
where. A border of dark colored cans runs around the entire floor spa^e, 
the cans within being decidedly lighter in shade. The arrangement forms 
a unique and attractive floor covering, easily placed. 

Around the three sides of the window and about two feet above the 
flooring a shelf has been built. Cheese-cloth is gathered and tacked all 
around the edge of this shelf and drawn down to the floor corner where 
it is stretched and tacked. The shade of the cheesecloth should be selected 
with care to match exactly the predominating shade of the labels of the 
lighter colored cans of the floor display. Extending clear around the 
length of the shelf is a row of cartons carefully spaced. Upon each carton 
is a jar of preserves carefully centered and with its label pointing directly 
toward the center of the window or the front, as the case may be. 

At the rear of the center of the window seven or eight of these pre¬ 
serve jars are topped with small bottles, to break the line which might 
otherwise be monotonous. Around the length of the shelf again is a row 
of oranges, one placed in front of each carton. 



94 

























































































































































Displays for Canned Goods 


Baked Beans and Soups in Combination Plan 

Baked beans are recognized as desirable fuel for the human system 
and make good material for winter windows. 

Soups are also there with both feet. The two as a combination dis¬ 
play will make an attractive window. 

Ihe display of these cans of baked beans commences at the two rear 
corners of the window where the pile is shown six cans high. The line of 
piles swerves to within an inch or two of the glass until at the front the 
two lines end, leaving an opening, closed only by a circle of small cans of 
soup. 

In this circle and bounded by it is a pile of clean, white navy beans. 
Put in cards to point out the superiority of the canned article and the uni¬ 
formity that may be guaranteed to purchasers. 

At the rear of the window are the larger cans of soup. Touching 
the line of baked beans and extending towards it on each side is a semicircle 
of cans of soup. 

Close associates of soups and baked beans, catsup, sauces, and even 
salad dressing, mustards, and horse-radish, are sprinkled into the display. 
These bottles should be bright, clean, snappy, and sparkling. 

An inch-deep sprinkling of the same white navy beans over all of the 
visible floor space at the front, and if a color scheme is to be worked out, use 
a small quantity of either red kidney beans or Scotch peas, and do some 
lettering by placing these contrasting colored beans in appropriate words 
in the bed of navies and making a striking window card. 



95 






































































The Grocer’s Window Book 


I 



Shelf-to-Table Window Tells the Story 


On the floor of this window, curved lines should be drawn with chalk 
along which the canned foods are to be arranged to form the display shown 
in the accompanying sketch. If the depth of the window will permit, the 
inside curve will be almost a complete circle; however, if the window is 
shallow, the outline on the floor will be more of an oval shape. It is well 
to use cans of a fairly good size in building up this arrangement so that 
the diameter of each can resting upon the floor will be sufficient to insure 
a firm foundation. 

It will be seen that the lines of the cans form a wall which increases 
in height as it approaches the back of the window. The columns of cans 
at the rear of the window being the tallest, will require some light frame¬ 
work to insure the stability of the construction. The frame may extend 
some little distance forward without coming into view; it may, in fact, 
extend forward far enough without being seen to support all those columns 
which will need support, providing that care is taken to see that the floor 
where the line of cans begins is absolutely level so that each can rests 
firmly on the floor. If it is inconvenient to use cans of shallow depth and 
large diameter the wall may be built of standard sized cans; then other 
cans of probably half the height of the standard cans may be used on 
top of every other can in order to reduce the depth of the steps from one 
can to the next. A couple of large pyramids of cartons in the enclosed 
floor space are topped with bottled goods. 


96 




















































































































































































Displays for Canned Goods 


Placard Window Makes Attractive Display 

I he feature of window shown here is a row of seven placards, each 
with a can attached in the center. The placards are large enough to per¬ 
mit of lettering above and below and possibly on the sides. Each card 
displays a different canned fruit, such as peaches, plums, apricots, pine¬ 
apple, cherries, pears and quinces. The name of the fruit is lettered 
above and space remains on either side and at the bottom for the price 
and a boost for the goods. An opening in the center of each card allows 
the can to project half way through the card. 

An easel at the back of the card supports the can in place, the card 
being tacked directly to the front of the small easel. 

The diagram in the upper right hand corner of the window sketch 
shows the construction of the easel with the can in place and the card 
about to be put in position against the easel. 

In each rear corner of the window is a pyramid of canned fruit. 

A line of canned fruits circles the floor space just in front of the 
placards. Within this space are a couple of pyramids of three cans each. 

Each pyramid is topped with bottle goods to add brilliancy to the 
display. 



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The Grocer’s Window Book 



An Idea in Perspective for Canned Foods 

Perspective is an important factor in the arrangement of goods in 
the window. The effect of distance is gained by setting foods in a well 
rounded fashion such as the sloping curved array of the idea pictured 
here. The object in this display is to get the effect of a plane concave in its 
construction from the plate glass at the floor to a shelf at the back of the 
window somewhat above the middle height. A framework is built to sup¬ 
port this display of canned foods which is arranged in rows parallel to 
the glass. 

The diagram in the upper right hand corner of the sketch is an end 
elevation of the framework construction. According to the width of the 
window either two or three frames like “C” should be built onto which 
the narrow cleats “A” are nailed and spaced apart as shown at “B,” the 
frame being so constructed as to permit of a shelf at “D.” 

The frame is now placed in position so that the shelf “D” rests against 
the back wall and the point “E” is about two and a half or three inches 
back of the plate glass. The first row of cans then rests upon the floor 
just back of the plate glass. 

Cans are now laid in place along the framework, one row after an¬ 
other. If the curve in the framework is run up as high as that shown in 
the diagram it will be well to wire the top three or four rows of cans in 

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Displays for Canned Goods 


the framework to prevent them from rolling off or buckling out from 
their weight. 

Three pyramids are arranged on the shelf; the one in the center of 
cartons is topped with bottles, with jelly glasses in front; the one at each 
end is made of cans topped with preserve jars. 

* 

Featuring Canned Fish in the Windozu 

In this display, a strip of rich brown velours extends from the for¬ 
ward right-hand corner to the rear left-hand corner, where it is tastefully 
draped over a packing box, upon which is placed a vase containing a cluster 
of evergreen branches. The display is confined wholly to one brand of 
canned fish. Where the stock does not permit, a variety of brands might 
be introduced. 

Pedestals made by placing three cans, one above another, are topped 
by a fourth can which rests on its side. These pedestals are repeated in 
conventional arrangement over the entire floor. 

At the rear of the window a pyramid is built arranging the cans 
in threes. Across the foreground is a row of cans, each resting on its 
side, with the bottom towards the front of the window, so that the label 
is in proper position to be easily read. This suggestion in regard to the 
label applies to the other cans resting on the pedestals. 



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The Grocer’s Window Book 



Let the Goods Speak for Themselves 

Groceries that are displayed in a prime setting are more attractive 
and catch more customers because the goods speak for themselves and 
the design sets them off in pleasing effect. Some products are in season 
all year around. Canned foods are among these. 

Simple in construction, effective, and requiring only a small amount 
of goods, this design is recommended to display a variety of canned fruits. 
The curved line of cans which runs through the window is quite sym¬ 
metrical and conventional in its arrangement as will readily be seen by 
reference to the diagram in the upper right hand corner of the sketch. 

After first covering the floor with shredded white tissue paper, such 
as is often used for packing around oranges, build the curved line as 
suggested. Before placing the cans, it may be found easier to first place a 
string along the floor to indicate the direction of the curve. The string 
may easily be shifted around until the correct location is obtained, then 
the cans are lined up on the string, hiding it from view. 

Five columns of cans are erected on the floor, three towards the 
front, and two at the rear of the window. Around the base of each one 
of the forward three is a circle of fine large oranges. The two columns 
at the rear each rest on a group of cans and each of the five columns is 
topped by a bottle of maraschino cherries. The bottles should be polished 
to add to the brilliancy of the display. 

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CHAPTER FOUR 


Displays for Package Goods 



The Windozv of the Big Carton 

W HERE it is desired to display a quantity of carton goods of a 
particular line the idea shown in the sketch may be used advan¬ 
tageously. The feature of the window is a large carton of heroic 
size which is constructed as a duplicate of one of the small cartons. The 
proportions of this immense carton should be exactly the same as the 
proportions of one of the small cartons. The colors also should be dupli¬ 
cated. A large framework is first built so that the two sides exposed to 
view may be covered with pasteboard or wall board upon which a card- 
writer will sketch an enlarged reproduction of two faces of the carton. 
The larger this carton is made the more startling will be the effect, par¬ 
ticularly if care has been taken to get the exact character of the small 
carton. In the two rear corners of the window are pyramids, four car¬ 
tons high. In the two forward corners are pyramids, five cartons 
high. Just forward of the large carton are two pyramids, one at either 
side, each four cartons high. Some very small cartons are placed in con¬ 
ventional rows within the triangles of floor space remaining. 


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The Grocer’s Window Book 



A Criss-cross Window for Cartons 

A criss-cross design formed of cartons tacked to a framework which 
is to support them, is built large enough to completely fill the window 
from side to side and also from the front of the window at the floor to 
the top of the window well up near the ceiling at the back. This arrange¬ 
ment is placed in position and securely fastened so that it appears as an 
open frame leaning back against the back wall of the window. A display 
which is built up from the floor extends up through this framework to a 
good height. The form of the display built upon the floor is in the shape 
of a large semi-circle made of cartons and extending from the left for¬ 
ward corner deep into the window, then curving forward again to the 
right forward corner. A high pyramid is built up at the center of this 
curve, well up through the framework and topped with a bottle. To the 

right and left of this central pyramid columns are also built topped with 

% 

bottles. At each end of the curved line of cartons upon the floor small 
pyramids are built of small cartons, which extend up just forward of 
the criss-cross framework. Upon the floor of the window and upon a 
foundation built of festoons made of cartons, small carton pyramids are 
also arranged. A conventional placing of individual cartons in the re¬ 
maining space completes the design. 


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Displays for Package Goods 



Column Arrangement Makes Imposing Display 

The floor space around the central pyramid of cartons is covered by 
cartons which are placed lengthwise in rows across the window. Columns 
consisting of cartons placed one above the other and extending to the ceil¬ 
ing or top of the display, are really suspended from above. Single cartons 
piled to that height are inclined to topple or lean, hence the idea of a swing 
which suspends each column from above. The small diagram in the 
upper right hand corner shows clearly the plan used for suspending the 
cartons. The wire CD is the swing or supporting wire which holds up the 
column of cartons; the wire beginning at C extends down the left hand 
side of the carton, passes under the bottom of the lower carton, and 
again up the right hand side to D. Passing around each carton one near 
the top and one near the bottom, are invisible wires with loops on the side 
through which the wire CD is passed. These hold the cartons securely 
in place, and the weight of the column keeps itself vertical. A central 
pyramid of cartons, each row topped with oranges, is built up in the 
center of the display with bottles on each corner and at the top of the group. 


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The Grocer’s Window Book 


Arch Window Display of Breakfast Foods 

A careful use of cartons of many kinds results in a display that 
is both attractive and sales promoting. The arch effect can be obtained 
with cartons where it cannot so easily be obtained with cans. This break¬ 
fast food window makes use of the arch idea. 

♦ • 

In the smaller drawing in the upper corner of the window sketch, 
the method of building the arch is more clearly illustrated. In making 
this window a pot of paste is required, and this, properly applied to the 
dummy cartons, is about all that will be found necessary to produce the 
window. 

As the diagram in the upper right-hand corner of the drawing shows, 
the flap of one carton is fastened to the top of the box next to it, and by 
continuing that process to the desired length, the arch can be described 
without any further support given it from below. 

The body of this center pile of cartons is built upon a thin board which 
is made to rest on four or five cartons set on the floor of the window. 
Here again all efforts at overcrowding should be carefully avoided. The 
drawing gives a good distribution of the cartons used in this display. 

The method of fastening the cartons as used in the arch also applies 
to the crosses described at the top of the pyramids at either side of the 
window. 



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Displays for Package Goods 





. / . 

■ \ ■ 


The Carton Wheels Display 

A colorful and varied display can be made with several kinds of 
cartons and with the use of a few cans. Four large circles of cartons 
are made, one for each of the side walls and two for the back wall. The 
size of these of course will depend on the size of the window walls. A 
cross of cartons is made to fit inside these wheels. A color scheme can 
be used in making these wheels which will prove attractive. Select two or 
four different brands or kinds of packaged goods of about the same size 
for these wheels, each wheel of course limited to one color and brand. 
In the center at the back is built a pyramid of cartons, four high. Two 
pyramids, similar to this first one, are placed along the wall at the rear. 
Pyramids, one carton lower, are placed farther along the wall toward the 
front of the window. Six cartons, topped by cans, are placed across the 
back of the window in front of the large pyramid. A row of cartons 
is placed on the floor fan shape stretching from side to side and the im¬ 
mediate foreground of the window has a few similar cartons placed at 
advantageous places. 


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The Grocer’s Window Book 


Layout for Bottles and Cartons 

Don’t fall into the common error of trying always to see how much 
stuff you can crowd into that window space. Too often a crowded win¬ 
dow is advertising suicide. 

The window as indicated by the drawing on this page is of simple 
type. The arrangement in the window is simple enough, but look at it 
again. Is it not pleasing? 

In arranging the stand upon which the display is placed, a small 
outlay for material is called for. But the plan of arrangement carries 
with it the possibility of much variety, as this display platform is one of 
the window fixtures that can be used at frequent intervals. 

The stand or base for the display is a four-plane pyramid, counting 
the floor as one plane, and any number of tasty variations may be con¬ 
trived with this basis. In the drawing we have bottles and even-sized 
cartons in alternate arrangement. Most of the cartons are placed up¬ 
right on end and across the side and center. 

Various little turns and twists can be given here and there and still 
the desired effect of decorative display be retained. 








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Displays for Package Goods 


An Artistic Carton and Bottle Plan 

Bottles and cartons or packaged goods can be used as a combination 
for a good display which can convey a message to your trade. Each of the 
many items which you carry in your store requires display at one time 
or another. A judicious selection of the time and manner for display can 
be used which will add greatly to the effect of the display. Select the goods 
with care, and plan so that the display will carry a real message to the 
consumer. 

The arrangement in this drawing is a bottle and cartons window 
with a pleasing variation of the none too artistic style on which the ma¬ 
jority of this sort of windows are based. A simple and artistic grouping 
of cartons decorated with bottles is to be seen in the plan laid out by the 
sketch shown on this page. 

An effect a little out of the ordinary is produced by the arrangement, 
yet the scheme of layout is not intricate, and simplicity is one of the most 
essential points in window decorating. In this design this point has been 
kept in mind, and as a result the merchandise stands out in good, bold, 
and striking manner. 

The center group is built of rather large-sized cartons piled on top 
of each other. The four cartons on the top layer rest on a thin board. By 
so doing, they are strong enough to hold the bottles that are placed .on top 
of them. Thin boards are also used on the two end groups. 



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The Grocer’s Window Book 




/ 

\ 


The Window of the Solid Pack 

A display of rather unusual appearance can be made with cartons of 
various kinds of foods. This window of the solid pack is different from 
the usual display and should create attention. It can be used to feature 
a new line or push a popular brand of packaged products. 

A column of cartons is built up in each of the four corners of this 
window and also at the center of the rear wall of the window. Those in 
the two forward corners are built parallel with the plate glass; those in 
the two rear corners of the window are diagonally placed or nearly so 
in such a manner that the outward surface faces a point at the front of 
the window and exactly in its center. The column erected at the rear of 
the window is built flat against the rear wall and facing front. 

Cartons now are built up on the floor beginning at a point in the front 
center of the window and leading up by steps toward the top of each 
column. This makes a series of five steps leading up from the front 
center of the window towards the top of each one of the five columns 
already described. At the point where these steps meet at the floor a 
large waste basket is placed filled with different kinds of cartons or cans. 
At the rear of the window and at either side of the rear column are two 
small pyramids upon each of which rests a bottle. 


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Displays for Package Goods 





The Semi-circle Carton Display 

An attractive display of cartons is made with three rows of breakfast 
food or flour cartons arranged in a semi-circle across the front of the 
window. The circular rows of cartons face the plate glass and rest against 
it for support. The cartons are attached by staples and gummed paper, 
the inside circle being prepared first, then the second and the third. A 
prop behind at either side will insure steadiness of the cartons. Through 
the opening or stage effect space will be placed two walls of cartons lead¬ 
ing away from the sides of the window to a point at the back where there 
is a narrow tall pyramid of the same cartons topped by a bottle. On the 
top of the walls are placed oranges. Three three-carton pyramids are 
placed in the space between the front of the window and the point made 
by the converging of the two walls. Three American flags are placed 
at the top of the -semi-circular rows of cartons at either side. 



































































































































CHAPTER FIVE 


Flour and Baking Material Trims 



A Mill Window for Flour Sale 

A DISPLAY of flour of different kinds, white, whole wheat, graham, 
etc., is shown put up in cartons and bags. A mill is built in the 
background of the window with a large water wheel set as near the 
right hand corner as possible. This water wheel dips into a water trough 
and is revolved by the action of the running water as it forces the paddles 
of the wheel along. A large basin or pan is built into the floor of the 
window in a circular form. An outlet at the bottom of this basin is con¬ 
nected with a pump operated by an electric motor, which pumps the 
water up about three feet high into the upper end of the trough through 
which it rushes back into the basin again, so the basin once filled is suf¬ 
ficient water to operate the exhibit except for a small amount added now 
and then to cover waste and evaporation. The bigger the flow and the 
more active the waterfall, the more attractive will be the exhibit. In 
the background of the window are small trees with large leaves to pro¬ 
duce a delightfully cool landscape effect. The flour in cartons is ar¬ 
ranged in pyramids, three in number. The floor of the window outside 
of the pool is covered with heavy imitation grass. 


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Flour and Baking Material Trims 

Attractive Window that Attracts the Cook 

Baking materials are one of the most important in the kitchen de¬ 
partment and they have a branch interest to everybody. Preparing a win¬ 
dow trim made up of the various products needed in preparing bread and 
other oven goods is the foundation for a display idea. 

A buff or light brown covering for the floor of this window is sug¬ 
gested. A number of cans of shortening compound arranged in the arc of 
a circle are centered at the back of the window. Built upon these are 
large cans of baking powder, alternating with lard buckets, with bottles 
of flavoring extract to finish the construction. 

A large sack of flour is placed in each of the two rear corners of the 
window. A row of lard buckets extends along each side of the window, 
a bottle of syrup resting on each lard bucket. Directly in front of each 
bucket is a row of soda cartons. In the center space remaining a display 
of home made baking is arranged. 

The sketch shows a plate of crullers beautifully baked and powdered 
with sugar with a white doily or napkin neatly spread beneath the plate. 
Several plates may thus be arranged displaying soda biscuits, pies, cakes, 
strawberry shortcake, cookies, etc. 

It is very essential, however, that these goods be frequently changed 
so that the display is always appetizing and attractive. If the goods look 
old or dried the effect is ruined. A window containing such an exhibit 
must also be well screened so that no flies can possibly get inside. 



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The Grocer’s Window Book 



Corn Meal Timely Window Display 

A window concentrating on your leading brand of corn meal is sure to 
increase your sales. This unusual window will attract attention, and is 
simple to make. In the center of the window is a shock of fodder with 
the ears of corn on the cornstalk. It may be found desirable to cut off 
considerable of the stalk from the bottom in order to avoid too much 
height. Diagonally across each rear corner a pyramid is built, up of corn- 
meal cartons. Connecting these pyramids is a row of cartons about three 
cartons high which extends around the back of the window. On either 
side of the window a row of cartons is placed on the floor running from 
the pyramid to the front of the window. Forward of the corn shock and 
circling about it upon the floor is a row of cartons horizontally placed 
and converging toward the center of the corn shock. In either forward 
corner is a small pyramid of cornmeal cartons. 


A Baking Accessories Display Plan 

The arrangement of this window plan is simple enough. To begin 
with, the floor of the window should be covered with a white substance to 
suggest the general clean whiteness that the display brings out. 

A floor covering, therefore, of cotton batting, with here and there an 


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Flour and Baking Material Trims 


occasional puff or bunch of cotton, is the thing. If cotton batting is not 
desirable, use white sheeting, or even cheese-cloth, but keep the expanse 
of this white covering immaculate. 

A semicircle of pails and cans of lard and compounds is made from 
each of the two front corners of the window, and in the center at the rear 
of the window a pyramid is formed of these same pails. The smaller sizes 
if they are carried can be used in the topping off of this pyramid, using two 
of the number ten size for the bottom, a couple of number fives, then num¬ 
ber threes, and so on. 

An occasional span of these same pails during the run of the circle will 
relieve the monotony and prevent the string of pails from losing their 
identity behind the other articles. 

Bottles or cans of cottonseed oil top off the lard pails. These can be 
placed on the pails that span the two others, and bottles of fancy olive oil 
placed on the lower row as shown in the drawing. 

In the front portion of this window cartons of pudding preparations 
are in place, as well as small packages of cooking starches and jelly pow¬ 
ders. Again, small packages of your fancy pastry flours are excellent 
side partners for the shortenings and should be placed in this window. 
Prepare this display at a time when baking in the home is popular, and 
these goods are wanted. 



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The Grocer’s Window Book 


A Window Help to Push Flour Sales 

On this page a sketch for a flour window display is shown. 

A doll house will answer the purpose of the small country house very 
nicely, or if such a piece of furniture is not readily available the sides and 
roof of the house can be cut out of pasteboard and the windows, doors, and 
other house characteristics indicated by the use of ink lines. 

The figure in the display, as well as the wagons, are taken from the 
toy department. 

On both sides and at the back of the window is arranged the brand or 
brands of flour which are to be featured. Variations of the arrangement 
shown in the sketch may be resorted to in cases where a number of brands 
or a quantity of the merchandise is to be shown. 

The finishing touch, which plays an important part in the display, is 
the snow. This is nicely and inexpensively represented by using cotton. 
All the figures in the display have a covering of snow, with the exception 
of the flour, giving the scene a real winter appearance. The large flakes 
coming down are suspended in mid-air by means of fine white thread. The 
thread is dropped from the ceiling and particles of cotton are fastened on 
them by twisting or tying. 

To get a better effect of a driving snowstorm, string the thread diago¬ 
nally and fasten at top and bottom. An electric fan in one corner will bring 
in real action and also prevent window frosting. 



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Flour and Baking Material Trims 


Flour, Bread and Butter Display 

A sensible flour, bread and butter window trim that will make a uni¬ 
versal appeal is the design of this window. The wheat products afford a 
good building material, and the general impression of the display is one 
of complete appetizing quality for supplying a popular need. The well 
arranged sacks of flour, wheat, loaves of bread and cartons of butter at a 
time when the crops are of bumper quantity are sure to be a most practical 
application and should prove a wise move for raising a harvest of sales. 

For the construction of the display start with the two large stacks of 
wheat, which are placed in the rear corners of the window. In the center 
and towards the front of the window four sacks of flour are arranged in a 
semi-circle and blocked up from behind at an angle. Back of these is a 
semi-circle of butter cartons standing vertically. On top of each vertical 
carton is placed a horizontal carton on each of which is placed a loaf of 
bread. 

In the front center floor space are large cartons of flour, and the 
remaining space towards the front corners is occupied by butter cartons 
vertically and horizontally placed. It is intended that this display be used 
during the harvest season, when sheaves of wheat are easily obtainable 
in the country. 



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The Grocer’s Window Book 



Flour Department Window 

The goods used in this display are whole wheat flour, cornmeal, gra¬ 
ham flour, rye flour, rolled oats, etc. The general idea of the display 
represents a sort of bridge with piers at either side of the window built up 
of sacks of cornmeal with a board bridging across between them, upon 
which a large pyramid of large cartons is built, as represented. On the 
ledges left at either end of this pyramid small pyramids are built of small 
cartons, such as oatmeal cartons. Beneath the bridge and at the back of 
the window a line of sacks extends across, possibly containing whole wheat 
flour. Between the two piers and in the forward portion of the floor space 
a large circle is built of quite small cartons. Two diameters are run 
through the circle at right angles to each other, which, of course, divide 
the circle into four equal parts, in the center of each one of which is placed 
a small vertical carton, all the other cartons in this circle being horizontally 
placed. 

Your Baking Powder in a Strong Display 

An entire window display devoted to baking powder is good advertis¬ 
ing, and beyond the time it takes to arrange it and the small amount of 
store carpentry necessary as represented in the display shown in the draw¬ 
ing the advertising cost dissolves to nothing compared to the results that 
should be obtained by the effort. 


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Flour and Baking Material Trims 


The background of the window is divided into three panels and a 
panel at each end by using strips of wood or moulding, tacked or other¬ 
wise fastened on the flat background which has been covered smoothly 
with some such material as green burlap, muslin (painted in any shade of 
kalsomine), plain wall paper, or any other covering that your best judg¬ 
ment suggests. 

Paneling of this flat surface is done in order to give a simple decorative 
touch to the window setting. Framed show cards, signs and posters look 
well when hung in these panels. Three, as suggested, are sufficient. If 
you do not care to go to the expense of framing these cards, they can be 
fastened to the wall by means of glass-headed push tacks. 

You can now produce the unusual by making up two mammoth repro¬ 
ductions of the cans. This can be done by taking sugar barrel heads or lids 
from cheese hoops for the tops and bottoms of the desired cans. By nail¬ 
ing lath or other thin strips of wood on same in order the sides of the large 
cans are made. Over the sides place a layer of wide building paper, which 
gives a smooth surface, and over this paste a layer of white muslin, on 
which can be painted a reproduction of the label to be given prominence. 

These two large cans are placed on top of a double row of cans of the 
baking powder, these cans to serve as a base or platform. Other cans are 
piled on top of the large cans in order to make a more pleasing arrangement. 

A double circle of cans is piled up in the center, similar to the founda¬ 
tion piles used beneath the large cans. This center circle of cans surrounds 
a large wooden chopping-bowl piled to overflowing with baking powder. 



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The Grocer’s Window Book 


Featuring Cereals in the Window Display 

In hot cakes and maple syrup weather the window that presents a 
good display of different kinds of flour and cereals will make a hit. 

White flour, whole wheat and buckwheat flours, graham, rye, rice, 
bran and cornmeal, breakfast foods, cereals, and pancake flours may all 
be used to advantage in this display. In each of the rear corners cereal 
pyramids are built up to a good height. It is not necessary to build these 
up from the floor—they may rest on packing boxes as the forward part 
of the display will hide the boxes. 

A large circular line of bags of white flour borders the entire floor 
space. These sacks lean back against small packing boxes which hold 
them in place. In front of this line of flour sacks is a circular line of flour 
cartons. This line may be all of one brand or of mixed brands or pro¬ 
ducts, alternating with each other. The floor space in advance of this 
semi-circle is carefully covered with clean wrapping paper, and the entire 
surface then covered with a thin layer of rice, excepting a small semi¬ 
circle in the front of the window which is filled in with bran. In filling 
these in, a long strip of pasteboard may be used to separate the bran from 
the rice. The pasteboard may be removed after the filling in is completed. 
In front of the row of flour cartons is another row of cereal cartons ar¬ 
ranged in a semi-circle. 



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Flour and Baking Material Trims 



The Window of the Flour Mill 

In this flour mill window different kinds of flour are used, some in 
sacks, some in large cartons, others in small cartons, bags, etc. The mill 
in the center of the window, or a little back of the center, is made of large 
sacks of flour which are wired or strung together about a light frame¬ 
work which holds them in more or less rigid position. The sacks are 
arranged in circular formation to give a rounded effect to the mill. The 
arms of the windmill are made by tacking cartons to the long wooden 
crosspieces which work on an axis attached directly to a small electric 
motor, which operates them. The connection to the motor is made in 
such a way that the mill will revolve slowly. At the base of the flour sacks 
is a large circle of cartons standing up on the floor. A larger circle of car¬ 
tons upon the floor and radiating about the inner circle is made by laying 
smaller cartons flat on their backs, so to speak. Four pyramids are now 
placed in oblique formation, one in each corner of the window, the two 
higher pyramids being in the rear corners. 


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CHAPTER SIX 


Displays for Coffee and Tea 



At the Sign of the Coffee Pot 


H ERE is a good idea, expressed in a big way, for the purpose of 
increasing coffee sales. The large steaming coffee pot sets in well 
• with the rest of the composition, the arrangement giving a pleasing 
display. 

The floor of the window is covered with brown paper the shade of 
roasted coffee. A packing box covered with paper is placed at the rear 
center of the window. The three visible sides of the box are lined with 
coffee cans. The large coffee pot is built of heavy pasteboard and rests 
upon the box. In order to build this coffee pot, secure a pattern by taking 
apart an old coffee pot along the seams with the aid of a pair of tin snips. 
Each piece may be flattened out and with this pattern the larger size 
pieces made. A small steam pipe runs through the pot where the steam 
runs out the spout. A very little steam is used, as too much would steam 
up the plate glass. 

In the rear corners are pedestals upon which are grouped the coffee 
cans, each surmounted by a coffee pot. In the two forward corners groups 
of coffee cans are built three deep in a circular form and each is topped 
by a coffee pot. 


120 























































































































































Displays for Coffee and Tea 


Oriental Setting for Tea or Coffee Display 


A Japanese effect, a good feature window for pushing of teas, coffees, 
cocoas, etc., and other items whose place of origin is always associated with 
some wonderful tropical or oriental country, is the plan in this drawing. 

At the rear and center of the window an arch constructed of cartons 
is the feature of the whole window. It’s a simple one, too. Take some 
one-pound tea cartons or cans, or get your source of supply to furnish 
enough for the feature. 

The two uprights should be made to lean towards the center. To do 
this to best advantage, the lower carton may be cut diagonally from corner 
to corner so as to give the whole pillar the desired tilt, as indicated in the 
drawing. The process of strapping the cartons together will answer in 
handling the stringer across the top. Put the gummed tape on the back of 
the cartons, but permit a very little play between the cartons, so that the 
curve as shown in the drawing may be secured. 

After the top piece has been put into position, fasten it securely to the 
uprights, and if necessary, the whole arch to the back and top of the 
window. Japanese lanterns should be strung in similar fashion to that 
shown in the drawing. Decorate the sides of the windows with Japanese 
splashers, which are paper hangers decorated with oriental designs which 
may be had for a small price. 

The plan in the drawing can be improved upon even further by placing 
two or three Japanese parasols on top and at each side of the arch. 



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The Grocer’s Window Book 


For Larger Coffee and Tea Sales 

The construction of this attractive Japanese tea and coffee window 
is easier than it would seem. The preliminary work consists in taking a 
few beets—select those whose tops are in the best condition—and slicing 
off the tops about one-half inch down into the body. By treating several 
in this manner and placing them in water, a very pretty growth will soon 
develop. At the same time the beets are placed in water, some pieces 
of horseradish root should be given the same treatment. By changing 
water often, sprouts will quickly start. 

When the vegetation has developed sufficiently, the window trimmer 
can proceed with the window. A shallow basin is constructed of cement, if 
possible, or otherwise any shallow container which will hold water wiP 
serve the purpose. In the center of this basin or pond is an island con¬ 
structed of clay. On the top of this high island is a house of the Far East 
variety, and leading up to the house are stairs constructed of rocks. Little 
pools are scattered about the island with vegetation growing in them. 
Storks secured from the toy department are standing about in the water 
and Japanese figures are grouped about. The water in the pond should be 
changed at least once a day in order to keep the vegetation in good con¬ 
dition. 

At either side and in the rear of the display pyramids are built with 



122 














































































































































































Displays for Coffee and Tea 


cartons of coffee and tea, surmounted, by Japanese umbrellas. At the front 
and sides are such arrangements of the same goods as will go nicely with 
the individual window. 



Catchy Layout for Coffee and Tea Window 

Coffees and teas cannot appear too often in the show windows. They 
pay big for extra efforts expended in attractive preparation. 

The display, an outline and general plan of arrangement of which is 
shown, is to be made on those ones, twos, and threes of your coffee in can¬ 
isters, cans, or cartons, as well as packages of your different blends of teas, 
together with a representation of the quarter, half, and one pound packages 
of India, Ceylon, Japan, or China’s finest. 

The plan of chalking the floor and so arranging a general contour of 
the display is a good idea, and does away with a waste of time in installing 
the goods themselves. This plan is found especially advantageous where 
circles or semi-circles are constructed of cans and packages. 

In the center and foreground of the window is deposited a pile of your 
special blend of coffee. It is inadvisable, aside from any standpoint of 
whether or not it is desirable to do so, that the pile be coffee all the way 
through. The pile should have for a center, cartons or cans built up, and 
which can be covered over with a piece of cheese-cloth, and on this founda¬ 
tion is placed the bulk coffee. 


123 















































CHAPTER SEVEN 


Display Ideas for Dairy Products 



A Display for Butter and Egg Sale 

A ROW of nests in boxes is constructed along the back wall of the 
window to accommodate laying hens. Clean straw is used in the 
nests and trapdoors at the back may be arranged so that the eggs 
may be removed as they are laid. Imitation nest eggs should, of course, be 
provided for each nest. The dull kind that look like hens’ eggs will be more 
effective. On top of the boxes which form the nests is a row of five white 
enameled pans. In these pans eggs are piled up to fill them. Sawdust 
may be used in the pans and covered with the eggs to produce the proper 
effect. A border of eggs is arranged just forward of these pans. Back 
of the pans is a generous arrangement of branches with green leaves. A 
row of four shelves painted white, supporting white enameled pans of 
smaller size and filled with eggs, is arranged against the background with 
another row of three shelves similarly decorated just above. Clean white 
hens are probably most attractive in a display of this kind, for by all means 
the yard, nests, etc., must be kept scrupulously clean. Sometimes sawdust 
is used in these exhibits; however, clean sand is more desirable. Patent 
feeding and watering devices that cannot be'upset, etc., better than open 
receptacles that get dirty and are generally upset. 

124 


































































































































Display Ideas for Dairy Products 


Nest Plan for the Egg Display 

To avoid possible accusation of slighting the noble hen, a window 
devoted exclusive to eggs is pictured here. A row of six boxes circle about 
the window, being placed carefully on an exact line of an arc of a circle, 
the opening in each box facing toward the front center of the window. 
Inside each box a neat nest is carefully made of light, fresh, clean straw, 
three or four eggs being placed in each nest. On each box is an attractive 
china bowl, filled with eggs with a placard displayed back of each, lettered 
with suitable information about prices and quality. 

The remaining floor space in the window is carefully covered with 
clean sawdust which has been raked with a small rake to produce an even 
effect without packing. A border is made of eggs all around the remaining 
floor space, care being taken to have the sharp end of all the eggs pointing 
in the same direction. If necessary each box may be covered with paper 
of a tan color to harmonize with the sawdust. A small amount of stock 
is sufficient to produce this display, and the result will be highly gratifying 
as a reward for a small amount of labor. 



125 

























































































The Grocer’s Window Book 




Building the Dairy Products Window 

A border of eggs is run around the front and two sides of this dairy 
window to enclose a floor display, the chief feature of which are three hen’s 
nests. The floor is first well covered with sawdust spread out evenly and 
carefully raked. Egg boxes are used to make shelters for the nests in the 
shape of an inverted V. Tacks should be put in the floor to prevent the 
boxes from slipping, or in case the floor is of hard wood or tile where it is 
not desirable to put in nails, strings may be run across and attached 
securely to the bottom of each box to avoid their sliding apart. At the top 
where the two boxes meet, they should also be securely fastened together. 
All this work with the string is, of course, done before any eggs are placed 
in the boxes. The nests inside the inverted “V” are made of fresh straw 
carefully formed and filled with fresh eggs, after which eggs are placed in 
the egg boxes forming the coops. A row of cheese cartons, possibly four 
in number, extends across the front of the window just forward of the 
coops. At the rear of the window against the back wall two pyramids of 
butter cartons are built to the full height of the window and topped each 
with a cheese carton. The two pyramids are placed just far enough apart 
so that at about the third row from the floor a horizontal butter carton may 
be so placed as to bridge across between the two pyramids. Upon this 
horizontal carton a cheese carton is also placed. Just forward of these 
pyramids a double row of cheese cartons extends across the window. 

126 






































































































Display Ideas for Dairy Products 



Butter and Eggs in Seasonable Array 

On the floor of this butter and eggs window is a zinc tray with a drain 
attachment built to hold ice. The tray sets against the back wall with a 
margin on either side of about eighteen inches and sets back from the 
plate glass about eight inches. A large piece of ice is placed on the tray 
in such a way that pound blocks of butter may be arranged in front of it so 
that the butter and not the ice will be visible from the front of the window. 
No cartons are used in the display, the yellow butter being exposed to view. 
The blocks are placed diagonally in two rows with an egg standing upright 
on each block of butter. The ice tray sets up about four inches above the 
floor of the window and the space all around the window is filled in with 
sawdust, which is banked up to the tray from the front of the window 
and banked up from the floor towards the side walls. 

Eggs are carefully set into this sawdust and arranged in conventional 
rows. On the back of the window and above the rest of the display is a 
shelf where cheeses are placed alternating with eggs which stand up in 
the same manner as the cheese. 


127 


















































































































































The Grocer’s Window Book 



A Window for Butter, Eggs and Cheese 

Dairy products should provide a rapid turnover for the merchant. 
They are used and demanded every day by his customers. A steady profit 
should be obtained on these goods, and a little boost now and then by 
means of a good display would not be amiss. A grouping of various 
dairy products can be made into a strong display. 

In this window eight circular shelves and one oblong shelf, all sup¬ 
ported by brackets, are used to display eggs and butter. The tallest 
bracket is at the center and near the rear wall of the window. At either 
side of this are two circular shelves supported at a lower height, while at 
each rear corner circular shelves reach a height between those already 
described. Upon the uprights supporting the shelves just described are 
wire attachments upon which butter cartons are displayed. Just forward 
of the five round shelves is a long oblong shelf a few inches above the 
floor. In front of the oblong shelf are three circular shelves on very low 
brackets. Eggs are displayed on all the shelves mentioned. Small balls 
of wax are used to keep the eggs in place. A border of eggs runs around 
the entire window. Butter cartons are displayed in pairs upon the floor, 
those in each pair being parallel. Cheese cakes are also shown in the 
favorable, remaining spaces. 

128 


v 

































































Display Ideas for Dairy Products 



Building the Butter and Egg Display 

A shelf about eighteen inches high is built across the back of this win¬ 
dow, extending toward the front to within about two feet of the plate glass. 
The shelf is about six to eight inches wide. On the floor of the window 
sawdust is used to bank up to these shelves in a pyramid construction. In 
shaping the sawdust it will be found advantageous to sprinkle it with water. 
Eggs are now placed in rows in this sawdust, as indicated in the sketch. 
Upon the shelving a row of butter cartons extends around the two sides 
and back of the window. Those cartons on the side shelves are topped 
with cheese cartons. A pyramid is built up at the rear with a deep jog at 
the third row, which is occupied by cheese cartons. Within the remaining 
floor space of the window are shown three aluminum utensils all highly 
polished and all especially for the preparation of eggs, one an omelette pan, 
another a frying pan, and the third an egg poacher. 






























































































































CHAPTER EIGHT 


Displays of Bottled Goods 



Running Beverage Window 

AN ARRANGEMENT displaying bottled beverages and one which is 
sure to arouse considerable interest shows a pyramid of bottles in 
■*“ “““each rear corner built to considerable height with circular glass discs 
between the rows of bottles. Six small pyramids, two bottles high, extend 
across the front of the window. A bottle with the cork pulled hangs near 
the center of the window by a chain from the ceiling so that the bottle 
tilts downward in the natural position of pouring the beverage into a glass. 
The glass rests upon a large box and the contents of the bottle are con¬ 
stantly being poured into the glass. In spite of this fact, however, the glass 
never fills and the volume of liquid in the bottle remains practically the 
same. The diagram in the upper right-hand corner shows the principle 
that may be used to operate the arrangement. A glass tube which runs 
through the bottom of the glass is bent so that it travels upwards through 
the stream which is pouring into the glass, thence through the neck of the 
bottle and on to the middle of the bottle. The tube should be of such a size 
and the force of the pump so adjusted that the bottle will be kept partially 


130 




























































































































































Displays of Bottled Goods 


filled and constantly pouring into the glass. The most successful result will 
he obtained from a liquid that is not too transparent—about the color of 
root beer, for instance, will work with excellent results. The glass tube 
which carries the liquid upwards, being filled with liquid of the same color, 
of course, is invisible both in the stream and the bottle and the glass. An 
overflow tube prevents the glass from filling above a certain point. 

Framework Display for Bottled Goods 

This arrangement represents a window apparently quite well filled 
with goods, although as a matter of fact it has a small quantity. A crude 
framework is built up as a basis for the display, giving an efifect of steps. 
Some judgment is required to select cartons whose coloring will harmonize. 
The cartons are placed on the framework in four steps. 

With this basis of cartons a splendid display can be made of bottled 
goods of all kinds. A bottle is placed on each corner at each end, and a 
row of bottled goods runs along the top. In the floor space at either side are 
pyramids of bottled goods, built up three layers high. A sprinkling of 
smaller goods takes up the remaining space in front of th.e steps. Consid¬ 
erable ingenuity can be exercised in the selection of bottled goods for this 
display. 



131 



































































































































































































The Grocer’s Window Book 



Hot Weather Fountain Window 

A display of bottled beverages for the hot weather is represented in 
connection with a fountain playing a stream of cold water which flows 
down over a couple of discs and overflows into a tub, which serves as the 
pool. A platform in the window about seven inches high, or about the 
height of the tub, is built flush with the top of the tub, with a circular 
opening into which the tub is set. The flooring upon this platform covers 
the entire window space with the exception of a strip across the front next 
to the plate glass about four or five inches deep. In this space is a row of 
bottles displaying an attractive beverage extending across the entire front 
of the window. In each of the two rear corners of the window are circular 
truncated pyramids built of bottled goods with plate glass discs between, 
circular in shape. In each forward corner is also a truncated cone built of 
bottles with a circular glass disc between. The feed pipe for the water 
supply of the fountain runs through the center of the tub, to which it is 
well soldered, and extends up through the two discs, which it supports. A 
small spring nozzle at the top of this pipe sprays the water up into the air 
in small streams, allowing it to flow over the two discs and down into the 
tub, where a drain pipe carries off the overflow. 


132 













































































Displays of Bottled Goods 


Novel Feature for an Olive Arrangement 

The feature in this olive window is an easily constructed spider-web. 
White cotton clothesline for the four strands crossing at the center, and 
light cord or wire for the other threads in the web, are the materials 
required for the feature in this window. Then fastened firmly to the center 
is a bottle of your fanciest in olives. 

The method of preparing the web will suggest itself by the drawing. 
The web should be built into the space it is to occupy, rather than put 
there after having been made for the space. Take your white cotton 
clothesline and run a length from the lower left-hand corner to the upper 
right-hand. Do the same from the other lower corner. Then one up and 
down, and one from right to left across the center. Tie them firmly 
together at the point of crossing. Pull these main strands taut. 

The connecting threads of the web are then ready to weave into the 
main strand. Stove wire will do for this, and no tying onto the clothesline 
will be found to be necessary. Start on any one of the heavy strands, and 
by giving one or two turns firmly around the line, so that it is gripped 
tightly, the web is easily woven. 

The article displayed in the window is named in a unique placing of 
the bottles to spell the word OLIVES. The graduating sized bottles in 
which the olives come packed will make the following of the suggestion 
in the drawing also an easy matter. 



133 










































































































The Grocer's Window Book 



Lighted Display Gives Brilliant Effect 

This idea is one which was shown quite successfully at the San Fran¬ 
cisco Exposition on a large scale. Four circular shelves, supported by a 
center post, are made to revolve slowly by means of a motor placed 
beneath the floor of the window. The goods shown on these shelves are 
displayed in glass bottles. 

A number of electric lights, two or three on each shelf, are attached 
to the post, so that the light shines thru the bottles of various colored 
liquids, producing a most brilliant, glittering effect of sparkling glassware 
and attractive products. 

The different shelves may be devoted to different products. Among 
those most desirable are vinegar, olive oil, salad oil, transparent jellies, 
pineapple juice, grape juice, and other beverages. An arrangement of jams 
and jellies in glass jars forms a semi-circle back of the revolving display, 
the small jars resting upon the large ones. A row of squatty jars runs 
along the front of the window near the plate glass. 

The glassware should be kept nicely polished to get the full benefit of 
the brilliancy. The goods on the revolving shelves should be placed quite 
close together—in fact, the best results will be gained by having the bottles 
touch all the way around so that the rays of light must shine thru the 
bottles. The effect will be particularly appreciated in the evening when the 
lights appear brighter. 


134 






























































































































Displays of Bottled Goods 



Unusual Soft Drink Display 

A display to advertise hot weather soft drinks is portrayed by a water 
wagon surrounded by pyramids of bottles. A small barrel is used as the 
water-wagon tank. It is placed on a board with small wheels and a box for 
the hood. The window trimmer’s ingenuity can be used for making this 
truck look as nearly natural as possible. A doll placed in the driver’s seat 
completes the picture. A tall pyramid, four bottles high, is directly in front 
of the truck, and a smaller pyramid is placed at the back. The truck is 
slightly elevated above the floor, so that it will stand out more prominently. 
In the floor space between the truck and plate glass, bottles of fancy soft 
drinks and imported liquors are arranged in a symmetrical display, a num¬ 
ber of them being placed down lengthwise, slanting all in one direction, and 
a number standing upright. The barrel of the truck can easily be used for 
advertising purposes. 


i NZjjfp* 


135 






















































CHAPTER NINE 



Fruit and Dried Fruit Displays 

Making the “Fan” Dried Fruit Window 

W HEN new dried fruits begin to come along the drawing repro¬ 
duced shows the manner of arrangement of the center of a good 
strong window. 

J he design worked out by means of twenty-five pound boxes is that 
of an open fan. The placing of boxes is well described in the drawing 
and the feature completed by using a quantity of seeded raisin cartons con¬ 
verging at the front and extending a little beyond the point of contact so 
as to bring out the effect of the fan. 

A color scheme should be aimed at in producing this window. As 
is shown in the drawing, the words ‘‘DRIED FRUIT” are worked out 
by means of using dried fruits of a lighter color as a background for the 
letters made of raisins and prunes, and the latter as background for 
peaches, apricots and nectarines. 

The boxes are tilted at the rear by placing a strip of wood about ten 
or twelve inches high under that end of the boxes forming the outward 
edge of the semicircle of boxes. To add to the effect of the feature, strips 
of cardboard about eight or ten inches wide and of sufficient strength may 
be tacked to the outer rim of the boxes, and to this pasted multi-colored 
crepe paper or the white lace edged facing paper used in boxes of glazed 
fruit. 









































Fruit and Dried Fruit Displays 


Display of Fruit Forms Star Arrangement 

The arrangement of this fruit window is intended as a stock design 
to be filled in with such fruits as may be on hand. A framework support¬ 
ing a sloping frame covering the entire floor of the window and sloping 
downward from the hack of the window towards the front is constructed 
of lumber. The upper surface should be planed. A rim of three-quarter- 
inch-material is tacked on the four .sides to make a rim about two inches 
deep. Thus far the construction is stationary and remains the same al¬ 
ways. Divisions and frames may be made so that they will drop easily 
into place and afford a means of varying the general appearance of the 
fruit display. 

Diamonds, stars, and single division cleats may be used as shown in 
the accompanying illustration. Other geometric designs may be made to 
substitute and vary the effects. In placing the fruits in the sections or 
divisions formed by the frame it is well to use the larger fruits in the 
larger sections and to separate the patches of large fruit by other sections 
of small fruit. 

With a little study very attractive combinations of color and de¬ 
sign may be made. 



137 














































































The Grocer’s Window Book 


Pleasing Display of Dried Fruits 

The general idea in this dried fruit window is to construct a border 
of dried, canned and bottled goods around the entire floor space of the 
window, within which a covering of dried fruit forms a plain rich tone. 
If it is inconvenient to cover the entire floor with one kind of fruit, the 
space may be divided into two or four divisions equally spaced and earch 
space having a different fruit. In such a case it is desirable to have the 
colors so arranged that they will balance well; for instance, if the square 
at one end is filled with dark fruit, the corresponding square at the other 
end should be filled with light fruit. 

An attractive border is here shown by first arranging large cans al¬ 
ternately, first one on end and then one on its side. On each horizontal 
can another small can is placed tilted toward the front of the window. 
On top of each vertical can is a bottle which gives the border a scal¬ 
loped effect and adds height and brilliancy to the arrangement. If 
cans can be used which match or harmonize with the color of the fruit 
used on the floor of the display, the success of the display will be assured. 





















































































































































Fruit and Dried Fruit Displays 


U'indsnv Dressed to. Sell Dried Fruits 

A dried fruit window is often timely and the products neatly packed 
in boxes lend to the display pictured here. A framework of light lumber 
which is to support a double row of dried fruit boxes is so placed in the 
window that a double row of dried fruits is shown tilted backward, and 
running from each corner forward of the window toward the middle of 
the window at the back. 

In selecting and arranging the boxes of fruit, light colored fruit should 
be alternated with dark fruit in such a way as to produce a sort of check¬ 
erboard effect. Across the front of the window is a row of boxes leading- 
backward and displaying walnuts, almonds, hazelnuts and Brazil nuts. In 
the center of the window, a tall pyramid is built of canned cocoanut, each 
step in the pyramid being two cans high in order to get good height, and 
with the top can placed horizontally, with a bit of waxed paper attached 
to keep it from rolling off. 

Small pyramids of canned fruits in either forward corner, each topped 
with a bottle, close up the opening behind the fruit boxes. A pyramid 
of dried fruits in cartons is built in each rear corner. 



139 































































































































































CHAPTER TEN 


Displays of Miscellaneous Foods 



I N THE center of this window an oil derrick is built of light lumber 
as large as the window will accommodate. The shanty for the ma¬ 
chinery is built forward of the derrick and the lower part of the der¬ 
rick itself is enclosed. Displayed along with this derrick are bottles in 
cartons containing olive oil, salad oil, etc. A pyramid is built in each rear 
corner diagonally across the corner. Narrow pyramids are also built to the 
right and left of the oil derrick. In each forward corner are small pyra¬ 
mids made of smaller cartons. Across the front of the window lying 
horizontally on the floor are cartons arranged in a row parallel with the 
plate glass. If it is desired to make an active exhibit the derrick, shanty, 
etc., may be built in a large pan with a supply pipe extending through the 
bottom of it, so that it will play a small stream of water up through the 
center of the derrick gusher fashion. The present lively interest shown in 
oil production is here taken advantage of to arrest the attention and dis¬ 
play vegetable oils. 


140 


























































































































































































Displays of Miscellaneous Foods 



Revolving Disc Window for Bottled Goods 

Two sets of revolving discs represent the main feature of the accom¬ 
panying window. The diagram in the upper right hand corner of the 
sketch shows the floor plan of the arrangement, also the direction of the 
revolutions of each set of discs. The discs being circular and crossed, 
rest upon an axle at the center, which is revolved in such a way that the 
wings of the discs pass the central point alternately in a sort of cog wheel 
' fashion, except of course that they do not touch. Once set, if the pulleys 
on the two sets of discs are exactly the same size, they will meet properly 
at every revolution. The discs are made of light lumber covered with a 
light shade of crepe paper to harmonize with the goods to be used. A 
border of cartons is tacked around each disc and a circle of bottled goods 
is arranged at the center. Small crosses made of tiny cartons are placed 
between the bottles and the border, one at the outer end of each bottle. 
Across the front of the window near the plate glass is a row of cartons 
spaced apart slightly. At either end also, just back of this row of cartons 
is a pyramid of cartons spaced apart and topped with a bottle. A number 
of bottles are now arranged in the remaining space in such a way that 
they will not interfere with the revolutions of the discs. 


141 






























































The Grocer’s Window Book 







Macaroni Windozv Timely Display 

The four diamond-shaped columns shown herewith are probably 
most easily built of spaghetti or macaroni cartons or some other long, flat 
cartons. The diagram in the corner of the sketch gives an idea of the floor 
plan of one of these columns and also a suggestion of the method of build¬ 
ing up the column; for instance, A and B are two cartons which are first 
placed on the floor, being crossed at the ends by C and D, two cartons 
which rest upon cartons A and B. Now two more cartons are placed 
across cartons C and D exactly above and in line with A and B. This 
alternating arrangement continues until the column is built up to the de¬ 
sired height. The two inner columns are here shown built to somewhat 
greater height than the two outer ones. A spray of autumn branches tops 
each column. A pyramid of cane at the rear of the window is centered 
against the background and built up higher than the columns, with a 
horizontal can at the top. Across the front of the window is a row of 
vertical cans, spaced about three inches apart and each one topped with 
a horizontal can. Between these cans are cans resting upon the floor 
horizontally and with the bottom of each can to the plate glass. 


1-42 
































































































































Displays of Miscellaneous Foods 


Breakfast Foods Timely Display Suggestion 

For constructing this breakfast display a small, low table in the 
center of the window is covered with a snow-white tablecloth, arranged 
to just touch the floor on the front side. This table is set for three, with a 
bowl of breakfast food resting on a plate at each of the three places, 
one at each side and one at the front. Don’t forget to put a couple of 
spoons, new silver preferred, at the right of each plate, and place also on 
the table the prettiest white china creamer and sugar bowl that can be* 
procured, to produce a dainty, appetizing effect. A plate of oranges occu¬ 
pies the fourth place at the table. At either side of the table, cartons are 
built up into a cone shape, beginning with a large circle on the floor. 

Three small pyramids are built up at the rear of the window and 
two groups of three cartons each are placed in each forward corner. A 
line of oranges runs around each cone of cartons on the floor, also bor¬ 
dering the table and the other groups. 

It is a breakfast idea and placards may be used with prices and boost 
phrases to more effectively advertise the goods shown. 



143 














































































































































































































The Grocers Window Book 

Featuring Waffle Materials 

The floor of this waffle display should be covered with paper of a 
, light burnt sienna shade, that is to say, the color of a waffle nicely browned. 
A set of new w r affle irons, aluminum will look the best, is placed in the front 
center of the window, the irons open ready for business. On either side 
and toward the front are two pancake griddles. It will be well to ha.ve 
these of aluminum also. 

On top of each pancake griddle is placed a large sized carton of pan¬ 
cake flour and on top of each carton is a small pyramid of maple sugar 
cakes. Against the rear wall of the windows two truncated pyramids are 
constructed of cartons of buckwheat flour. An arrangement of small 
syrup cans is built upon the top of each buckwheat pyramid. On the open 
patches of floor space toward the front of the window, nicely polished 
bottles of maple syrup, other syrups, and also jars of honey are placed. 

At the rear center of the window and just back of the waffle iron is 
a space which may be devoted to sacks of pancake flour or ordinary flour 
which may be used in pancake baking. Care should be taken to positively 
exclude dust from this window so that when the goods, after being polished 
and cleaned up, will remain so while they are on exhibition. Placards and 
price cards with inviting suggestions will add to the value of the display. 



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Displays of Miscellaneous Foods 


Display for Cleaners 

In the spring when the thoughts of the housewife turns to house¬ 
cleaning, the grocer can well display his cleaning materials to good ad¬ 
vantage. This cleaner window may offer some display suggestions. About 
eighteen inches back of the plate glass, a row of large cartons of washing 
powders extends almost across the window, a little space being left be¬ 
tween cartons. Just back of this row of cartons and flush with the top 
of them a rough platform or a few packing boxes are arranged. Small 
cartons of washing powders are used to build two circles resting upon 
this display, one at each end. 

Upon each carton is a bottle of ammonia. Between the two circles 
a column of cartons is also built up and topped with bluing bottles. Blu¬ 
ing bottles are also placed between the two circles and on the corners of 
the row of cartons. A row of cartons of water softeners is placed on the 
floor just back of the plate glass, a bar of soap resting on each carton. 

Scouring powder is used to build the center column. It would be well 
before putting this exhibit in place to cover the floor with clean white 
paper. A white covering for the sides and back of the window suggest 
cleanliness and associate that idea with the goods. 



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Shozv Windoiv Displays Tropical Products 

The window display is like a stage setting and it can be made to 
represent many interesting exhibits of foods of varied character from 
near and far. A window trim that savors of the tropical environs is a 
welcome suggestion at this time of year, showing, as it does, the fruits 
of warm climates right off the cocoanut palm. A touch of nature gives 
realistic value to any scene, and the result is a booster for your sales 
record. 

Across the front of this window is a row of cocoanuts. Of course 
these cocoanuts must be set on end to make them look well. It would 
be altogether too easy to lay them flat on the floor. A row of cans of 
cocoanut runs the length of the window just back of these, and more 
cans sloping towards the center rest on a board, which raises them almost 
to the top of the row of cans which is just in front of them. 

Two groups of bottles of Maraschino cherries are arranged on either 
end of the window. A large bottle of pineapple juice is placed in the center 
of the display. The next is rather an unusual job. We have to make a 
cocoanut tree. Take a pole, somewhat shorter than the height of the 
tree and attach a number of palm leaf fans to the top of it so that they 
seem to spring out in irregular fashion. Just below where these fans are at¬ 
tached fasten on two or three cocoanuts. 


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_ Displays of Miscell aneous Foods 

1 he toy store will probably have a monkey, which will be just the 
thing to complete the arrangement. He should be climbing up the tree 
and reaching vigorously for one of the cocoanuts, his tail waving in the 
breeze and everything designed to give him action. 

The tree should lean out towards the center of the window. Long, 
jagged pieces of green pasteboard will furnish leaves at the bottom of the 
tree to suggest under growth and tropical verdure. Get people to think¬ 
ing about the cocoanuts and you are pretty apt to sell some. Almost every¬ 
body likes cocoanut. 


Gelatine and Fruit Form Trim Display 

I he main object of this display is to show gelatine in cartons. It 
may be built up entirely of one kind or three different brands or more 
may be used as desired. Three groups of cartons are arranged, one in 
the center and one near either end of the window. 

Placed on each group of cartons is a china plate containing a large 
mould of gelatine, containing possibly a few red candied cherries. On 
the floor is a circle of cartons carefully placed around each of these groups. 



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The Grocer's Window Book 


The circles should be marked out on the floor before any goods are placed 
there, for the circle must be absolutely true or the effect will be spoiled. 

Fruit in glass jars is shown in connection with these cartons. Two 
pyramids are built up against the rear wall and smaller groups are ar¬ 
ranged in the foreground between the circles and at the ends. \ he molds 
of gelatine may be made of different colors such as yellow, orange and 
green and care should be taken to make them with a little less water than 
the rule calls for, so they will stand up firmly. 

Heat Producing Food Display Idea 

A seasonable display that appeals to the lovers of comfort and good 
things to eat is symbolized in this display of attractive arrangement. The 
grate fireplace, built up with package goods, is certainly of timely interest 
and should prove a round-up for the family circle. Food and shelter are 
among the necessities of life and their presentation in a combination form 
is an all-around trim that the customer will find it hard to get by without 
coming in and buying some of the warmth-giving food. It pays to show 
what the public wants when they want it, because the psychology of ad¬ 
vertising brings results. The scheme of this window is to exhibit during 
the winter months certain foods of a heat producing nature such as buck¬ 
wheat, potatoes, oatmeal, sugar, syrup, beans, soups, etc. 



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Displays of Miscellaneous Foods 


About twelve or fourteen inches forward from the rear wall of the 
window a wall of cartons is built up in the form of a fireplace, red cartons 
being preferred in order to produce a red brick effect. A thin iron rod 
is used to support the arch of the fireplace and a half-inch board is run 
along the top of the brick upon which the row of cartons is laid to give 
the effect of a mantel. 

The interior of the fireplace and also the hearth are most easily built 
by tacking down the faces of empty cartons which have been cut apart 
with scissors. Inside the fireplace are a set of andirons where a number 
of cartons are carelessly thrown in to represent blocks of wood. Beneath 
these blocks and behind orange and red tissue paper, incandescent electric 
lights are so concealed as to give the warm glow and the effect of fire 
within the fireplace. 

On top of the mantel groups of canned goods and goods in glass jars 
are displayed and upon the floor, which is bordered with potatoes, are two 
semi-circular groups, one on each side, composed of cartons and cans. 
The word “Heat” just in front of the fireplace is made by cutting the 
letters from cardboard and placing them upon the floor. If the floor is 
covered with yellow paper, bright orange litters might be used. 


Mixed Goods Display Built to Enlist Orders 

W hen the customers look in your windows they are given a variety 
of products to select from this display of bottled, canned and package 
goods. People want to see what they buy and a new trim of fresh goods 
is effective advertising. 

In order to explain better the layout and construction of the accom¬ 
panying window display, a small -floor plan is shown in the upper right 
hand corner. This floor plan shows only the main lines of goods which 
rest directly on the floor. 

In the immediate foreground a line of canned goods runs across the 
front of the window. The first can leans backward at an angle of 45 
degrees, something being placed behind it to hold it at that angle. The 
next can is vertical; the third can is tilted back at an angle of 45 degrees 
and so on alternately across the width of the window. Back of each can 
which is tilted back is another can which stands vertically to make up an¬ 
other row of cans across the front of the window 7 . 

Built up in the back of the window and centered against the back¬ 
ground is a pyramid of large cartons, each carton placed with its corner 
"towards the front of the window as shown in the floor plan. This pyramid 
is topped by three bottles. A bottle rests upon each exposed corner of the 
carton, and a bottle is placed on the floor directly ip front of each niche 
between cartons. 


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"File Grocer’s Window Book 


At each rear corner a circle of canned goods is arranged on the floor 
and built up to form a wall about four cartons high. This wall is topped 
by a row of bottled goods spaced out well and each bottle so placed that 
it strides two cans. Between the bottles are small preserve jars. These 
sections of curved wall in each corner form wings which lead up to and 
join the central pyramid and build up the entire display into substantial 
and pleasing arrangement. 



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CHAPTER ELEVEN 


Novelty Displays and Trims 



The Windozv of the Scales 

A LARGE scale or set of balances is built in the center of this win¬ 
dow. It is not necessary to use a turned pole for the standard, if 
some other design is at hand. The cross beam, however, should 
not be radically different from that shown in the sketch. A large pan, or 
if desired, a large circular disc of wood may be used as a pan for each 
end of the balance. Upon one of these pans a large quantity of grocery 
goods is placed, flour, coffee, tea, rice, canned fruits, sugar, soap, etc., 
being shown. In the other pan are placed a few silver dollars. A large 
placard attached to the money side of the scales has upon it a large red 
arrow pointing to the group of groceries and with the lettering above it, 
“Full Weight, Full Value.” Across the front of the window is a row of 
cartons spaced apart and on the floor about the scale, silver dollars are 
placed here and there. It is interesting to note how a little currency or 
silver money will attract attention and interest a crowd. 


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The Grocer’s Window Book 



A New Line Window Display 

The arrangement shown presents a new line of grocery goods and 
shows it in connection with telegraph wires strung through the window. 
A post erected not too far forward in the window is secured somewhat 
slanting with its four or five cross arms and insulators. Wires leading 
from above at the front of the window lead to the insulators and from 
there to the rear of the window. These wires should not be stretched 
tight or straight. They should be left quite slack so that they dip down 
considerably into the window, forming good lines of composition. Spikes 
may be driven into the posts to represent the ladder. In each of the rear 
corners of the window are pyramids of large cans, extending well up 
through the telegraph wires. Forward of these are four pyramids of 
smaller sized cans, which do not reach to so great a height. At about the 
center of the window is a pyramid of large sized cartons. A few inches 
back from the plate glass and at either side of the front center of the 
window are pyramids similarly constructed. At the center of the win¬ 
dow and near the plate glass is a telegrapher’s outfit with receiving ap¬ 
paratus and key. A few placards are placed among the pyramids intro¬ 
ducing the new line referring to qualifications, prices, etc. A window 
tapping device with two points which produce different sounds may be 
arranged to operate against the plate glass in such a way as to repeat one 
of the letters of the Morse code by dots and dashes. 




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Novelty Displays and Trims 







— 1 

1 

\ 


A Unique Balloon Window 


A column built of large cartons is erected in each of the four corners 
of the window and topped with a bottle. Flat cartons of a large size are 
used to make a border around the entire window on the floor. Along this 
border a row of bottles are evenly spaced. Within the border a large 
circle is drawn and small sized cartons arranged along the line of the cir¬ 
cle are spaced apart slightly. The spectacular feature of the window is an 
imitation captive balloon, not altogether imitation, however, because a large 
size round toy balloon, a red one preferred, is used to build the captive 
balloon. The toy balloon serves as a gas bag. The strings should hang 
directly downward. A net is woven over the balloon in order to suspend 
the basket below. The basket should be made of very light paper and the 
net should be made of white thread. A couple of paper dolls in the bas¬ 
ket suffice to populate it. One of the dolls has hold of the string which is 
attached to the toy balloon as though he were about to open the valve. A 
small paper anchor hangs from the basket bv a thread and another thread 
running through the basket to the balloon serves as the guy rope to hold 
the balloon captive. 


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The Grocer’s Window Book 



The Curtain Drops and Opens 

1 he goods in this display are arranged quite closely and form a some¬ 
what compact display. Not a great quantity of goods, however, is used 
to accomplish this. J he oblique or tilted carton is the keynote throughout 
the arrangement. A row of cartons along the back wall is made by spac¬ 
ing them about an inch apart. Another row resting upon the one below 
and alternating with the cartons below, forms the second row in the big 
pyramid. 

From this point upward the display is divided into three groups; the 
central group rests upon three cartons diagonally placed. Upon these three 
cartons a horizontal arrangement of cartons is built up. The sketch illus¬ 
trates this central group very clearly except for the fact that it might be 
well to explain that two cartons are placed with their ends (the bottom 
of the carton) towards the window glass. These two cartons are not 
placed in the arrangement flush with the other cartons at the front, but 
they are balanced equally so that they project somewhat forward of the 
other cartons. 

The row of oblique cartons on the floor at the base of the pyramid, 
is just forward of the first row in the pyramid already described. Six 
small pyramids of cartons are topped by bottled goods and a row of diag¬ 
onal cartons conventionally arranged, forms a border at the front. 


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Novelty Displays and Trims 


An interesting feature of this display is the mechanical arrangement 
driven by an electric motor and operated in such a way as to open and close 
the portieres or curtains which are hung just inside the plate glass. The 
opening and closing of these portieres is accomplished by a cord which 
draws the curtain back, allowing a view of the window display, then releas¬ 
ing the cords which allows the curtain to drop and shuts off the view of 
the display. 

In the upper right-hand corner of the sketch is a diagram which shows 
a principle of construction which may be used for automatically opening 
and closing the curtain. A very small electric motor should be used, very 
little power being necessary. This small electric motor connects with a 
large wheel the diameter of which should be very little less than half the 
width of the window. A belt runs around the circumference of the large 
wheel, thus communicating the power from the motor. The smaller the 
pulley on the motor compared with the large drive wheel, the slower will 
be the opening and closing of the curtain. 

A rope is now attached to a point near the circumference of the drive 
wheel, so that it may revolve about the point of attachment. The rope is 
now stretched across the face of the drive wheel to a glass ring on the wall. 
This rope is divided into two lines, one running to each of the curtains. 
The ropes should pass through glass rings at each turn, pulleys being too 
unreliable for this sort of contrivance. A dotted line in the sketch shows 
how the rope should pass along back of the curtain, being attached to the 
curtain only at its inside edge. A few rings of brass sewed to the curtain at 
different points and through which the rope passes will help to drape the 
curtain back in attractive folds. The diagram of the motor, etc., is not 
intended to show its relative location to the curtains. It may be placed back 
of the exhibit and with the motor resting on the floor. 

A Radio Window Is Timely 

Stretched from the left forward corner to the rear right corner of the 
window is a small aerial built in regulation fashion—that is, similar to the 
aerial which is built out of doors. The two pieces of wood supporting the 
lines are held up by ropes attached to the ends of the wooden bars and 
stretched to the point of attachment. Upon each of these wooden bars 
four insulators are attached. Four copper wires, No. 22 possibly, are 
stretched between the insulators and attached to them. Near one end of 
the aerial—the rear end is shown in the sketch—four tap wires are at¬ 
tached, one to each aerial wire. These are brought together and lead to one 
single wire, which leads to the coil or transformer. Across the other end 
of the aerial is a copper wire connecting the four aerial lines. The single 
aerial line leading to the transformer is now connected. The head phone 
or receiver is now attached to the proper binding posts. The silicon is 


155 




The Grocer’s Window Book 



placed in position, the ground wire is connected to a water pipe and the 
outfit as shown in the window is ready for receiving. More interest will 
be aroused providing the outfit shown in the window is one made by a 
boy in the neighborhood. 

The particular outfit shown in this sketch is a very successful one and 
one which has been made by a good many boys. The primary coil is wound 
on a salt carton, No. 22 enameled wire or possibly No. 24. A slider on a 
brass rod had a rounded point which passes back and forth across the wind¬ 
ing. Along this line of contact the enameling is scratched off or rubbed 
down with a piece of emery paper. The secondary coil is wound upon a 
pasteboard tube, one-half inch smaller than the salt carton, No. 26 double 
cotton covered wire being used. About every ten turns on the secondary a 
tap is taken which leads to one of the switch points at the outer end of the 
coil. These taps are made by simply punching a small hole through the 
cardboard tube at the point where the tap is to be made. A loop of the 
wire is now drawn into the tube and made long enough to reach forward 
and out of the front end of the tube a couple of inches. All the taps are 
brought forward in this manner and each one is attached to a switch point 
on the front end of the coil. The wire leading from the inner end of the 
coil goes to the first switch point. The first loop from the inner end of the 
coil goes to the second switch point. The second loop from the inner end of 
the coil goes to the third switch point, and so forth. The switch itself is 


156 


































































































































































































































___ Novelty Dis plays and Trims 

connected by a loop of wire to a binding post on the board, while another 
binding post is connected with the forward end of the winding of the sec¬ 
ondary coil. The primary coil is connected with the aerial and the ground, 
while the connections from the secondary coil are run through the silicon 
detector and to the head phone. A display of goods in pasteboard cartons 
is shown in connection with this device. Cartons of various 'dzes suitable 
for radio amateurs’ use should be used. The three large pyramids are 
shown with smaller pyramids of larger cartons between them. A line of 
oranges upon the floor makes an interesting border. 

Window of Performing Packages 

Across the rear left corner of this window a truncated pyramid of car¬ 
tons is built. Two rows of vertical cartons are first placed one upon the 
other in alternating arrangement with small bottles in the openings. Across 
the top of these is run a row of horizontal cartons. Upon this row is 
placed another row of vertical cartons spaced apart with bottles in the 
openings. This row is again topped with a horizontal row of cartons upon 
which bottled goods alternate with oranges. 

To the right of this pyramid is a curtain pole with rings attached, to 
which is a curtain of green or blue denim or of velvet as desired. The pur¬ 
pose of this curtain is to hide from view the motor and mechanism which 
operates a row of performing cartons. This row of cartons spaced apart 
appear just in front and parallel with the pyramid, running across the 
window from the rear right corner to the forward left corner. The stunt 
which these cartons are expected to perform is to remain vertical for a 
short period when, suddenly, the carton as the rear corner of the window 
tumbles over against the carton next to it, causing it also to fall towards the 
one next on the left, and so forth, until all the cartons in the row have been 
knocked down; then almost immediately the carton which first fell down 
begins slowly to raise up again and right itself, and in doing so, it pulls up by 
means of a light cord the carton to the left, which it has just knocked over ; 
this carton in turn pulls the next one up, and so forth, down the line, when 
all the cartons are again standing vertically and remain so for another short 
period. 

The mechanism responsible for this stunt is established back of the 
curtain. In the upper right-hand corner of the sketch is a diagram showing 
the motor, the wheel which operates a bat, which strikes the first carton and 
starts the tumbling process, which automatically continues down the line of 
cartons. The line of cartons which are to be operated are all attached to 
a board by means of hinges. The hinge, of course, should be placed on 
that corner of the carton upon which it rotates as it falls to the left. 

The cartons are dummy cartons, inside the bottom of each of which is 


157 









File Grocer’s Window Book 



a wood block to which the hinge is screwed attaching it to the board. The 
cartons should not be placed too far apart; if so, the mechanism will bind 
and require too much power. The bat which strikes the first carton is 
hinged at its lower end to the board. A series of spools or rollers, seven 
in number, beginning with A and running around to J, engage the bat as 
the wheel turns about and sends it against carton C, when it is in position A. 
These spools apply pressure to the bat until position B is reached, which is 
in exact balance, then continues to press against carton C until it is well 
past position B or the balancing point. This insures the carton going over 
with enough force to start carton D falling, which in turn strikes carton E 
and upsets it, and so forth. After the bat has done its work the spools 
which follow curve towards the center of the flywheel, or large pulley 
wheel, and allow the bat to gradually return to an upright position on 
account of the pull exerted by the weight K. The spools are so placed that 
the bat will return gradually. 


158 



























































































































Nov elty Displays and Trims 



A Growing Window for Growing Business 

A conventional arrangement of cartons to represent three large plants 
in bloom are built up at the rear of the window, one in the center and one 
in either rear corner. These arrangements of cartons are backed up by 
an upright board to which the cartons are tacked or wired to represent 
leaves alternating on the stem until at the top the main stalk of the plant, 
represented by a couple of small cartons, supports a small shelf upon 
which rest several cartons in a circular arrangement to represent the blos¬ 
som. At the foot or base of the plant cans are grouped in a circle and so 
arranged as to radiate from the base of the plant and to represent its roots. 
At either side of the window and towards the front semi-circle of oranges 
enclose two semi-circular spaces or surfaces which are covered with Eng¬ 
lish walnuts. Well back in the window and at either side of the central 
plant are columns built of canned goods placed six cans high and topped 
by horizontal cans. Circular arrangements of cans radiate from the base 
of each column. In the remaining space of the window are single vertical 
cans topped by horizontal cans with here and there an orange or a fan¬ 
shaped group of horizontal cans. 


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The Grocer’s Window Book 



Signal Display to Stop and Buy 

Stop and look is the message of this window, and the one who passes 
without a buy is for some reason sidetracked. The right track for your 
trade to follow leads directly into your store, and the attention which such 
a setting gets is compensation enough for binding observers to count the 
ties in the window. Sufficient interest aroused is a signal for approaching 
sales “by the carload/’ literally speaking. The display in this window rep¬ 
resents a number of suggestions for the traveler’s lunch box; at the same 
time the arrangement is full of reminders of the railroad. 

The best result is obtained where the back of the window contains a 
large plate-glass mirror. A railroad track is built on the floor of the 
window, as suggested by the sketch. The railroad ties are made of cartons, 
which are placed snugly together. In the sketch four railroad ties are 
shown as built on the window. The other four, which are seen beyond, are 
a reflection of those on the floor and give the eflfect of a longer section 
of railroad track. Two rows of cartons are placed upon the ties to repre¬ 
sent the two rails. 

Two semaphores are built of pasteboard, backed up with a light 
wooden framework and placed against the plate-glass window, one at 
either side. The cross-arms are painted red with a white stripe, and the 
lenses for the signal light are painted red, white and green, respectively. 

Running along each side of the window is a row of large boxes con- 


160 




















































































































__ Novelty Displays and Trims 

taining oranges, lemons, figs, dates, English walnuts, almonds, pecans and 
raisins. Packages of waxed paper are shown here and there as an absolute 
necessity in the preparation of lunches. A couple of pyramids are built up 
at the rear of the window made up of cans of ripe olives, canned meats and 
other picnic relishes found in stock. 


A Revolving Display Shelf Feature 


Ihis is rather a unique and attractive window feature, as it is out of 
the run of ordinary displays. 

1 he design in the upper right-hand corner shows the construction of 
the turn wheel. The power for turning this wheel can be supplied by a 
spring, electric or water motor. T his wheel must be made so as to turn 
very slowly. To accomplish this you can regulate the speed by the size of 
the sprocket marked “A”; the larger it is the slower the wheel will turn. 
Axle “B” turns with the sprocket and by so doing the power is distributed 
equally to both sides of the wheel. 

The shelves are made to hang level and in a horizontal position, no 
matter at what point in the revolution, as is shown in the construction of 
the wheel in the detailed design. 

The goods displayed are kept in their class as much as possible—that 
is, one shelf contains canned goods, another fruits, etc. 

If this plan is well executed, it will stop the busiest man in town long 
enough to see the line of goods displayed on the slowly moving shelves. 

Keep the display free from dust and the glass clean. 



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The Grocer’s Window Book 




Artistic Setting Creates Consumer Interest 

A feature window display showing an artist’s outfit surrounded by 
food materials is a composition that pleases the eye and suggests a way 
to satisfy the appetite. Groceries are appealing to the highest taste and 
placed in artistic atmosphere the effect is all the more attractive. 

In order to add a note of spice to this window a full sketching out¬ 
fit with oil colors is displayed at one end of the window, everything ready 
for the artist to sit down and go to work. A sketching easel is first put 
in place with a large canvas resting upon it displaying an attractive sketch 
and lettering which has been done by a good card writer. 

Lettered upon the canvas in dashing attractive letters is “The Art 
of Setting an Excellent Table Lies in Making a Choice from a Well- 
Selected and Complete Stock of Groceries,” etc. A small camp stool is 
placed in front of the easel, a large green sketching umbrella is made fast 
in proper position, a large palette with splashes of color upon it leans 
against the easel, and a color box well stocked with oil colors and brushes 
lies open on the floor. An outfit of this kind will be gladly loaned by an 
art dealer if a card is displayed stating that the goods have been loaned 
through the kindness of -. 

A pyramid of cartons is built up against the back wall with bottles 
resting on the steps of the pyramid. A pyramid of canned goods is ar¬ 
ranged at each end of the window, each one topped with a bottle. 

162 





































































































































Novelty Displays and Trims 


A semi-circle of bottled goods runs around the window starting from 
the front left hand corner, circling back towards the rear of the window 
and then forward to the right hand front corner. Some cans standing 
vertically are topped with other cans resting horizontally. A few oranges 
are scattered through the floor display. 


Telephone Window to Advertise Service 

An immense telephone built of carton goods mainly, occupies the 
central position in this display. A pedestal is built of small cartons ar¬ 
ranged in circles. The central column is built of cartons arranged about 
•ax in a circle and built up about six high. The transmitter is built of 
cardboard. The rubber part is painted black, while the part which repre¬ 
sents the metal should be covered with silver paper. The receiver hang¬ 
ing on the hook is also built of cartons and may be supported from the 
floor by supports so arranged as to be invisible. A large cord comes out 
of the top of the receiver and coils around back of the goods. In each rear 
corner is a large pyramid of cartons. In each forward corner is a small 
pyramid of cartons. Two small pyramids of canned goods are placed 
along the back wall. Large boxes displaying pressed fruits are arranged 
on either side with a row of oranges across the front of the window. A 
large placard prominently placed inviting telephone orders with a guarantee 
for careful attention completes the idea and drives home the argument. 



163 























































































































The Grocer’s Window Book 



Clever Circular Pattern Window 

In this circular pattern window, a light frame is built to fit the back 
of the window and covered over with light lumber, after which it is cov¬ 
ered with wall paper of a very delicate coloring. The wall paper may be 
tacked on. The three circles shown in the sketch are made of cartons, 
which are tacked or wired to the background. The groups of round cans 
are flat and have the labels on the flat side. On the floor of the window is 
a large curve extended from the front left-hand corner around the back of 
the window and forward to the right front corner, made up of these same 
flat cans. Upon each flat can rests a small can vertically. Just forward of 
this curved line is another curved line of oranges. 

Across the front of the window is a straight line of bottled goods, and 
in the inside space walnuts are used to cover the floor completely. The 
semi-circle of flat cans should be made as large as the window will permit, 
so that a large area of the nuts may be used inside. In each rear corner 
a small pyramid is built up of cartons, vertically placed. 


164 























































PART THREE 


Window Display Photographs 


Photographs of Actual IViudozv Displays 
Which Grocers Have Pound Very Successful. 





' 























. 
































• * 











In a window with a wide-open view of the store and a small space 
available for merchandise display, an effective arrangement is easily 

secured as shown in this view 




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A Christmas fireplace is featured in this rather unusual window. Fancy 
fruits, nuts, candies and dried fruits are displayed to very excellent 
advantage on the floor and mantel 

167 

































These two view^s, taken from the store of Metzler & Schaefer Company, 
Champaign, Illinois, are indicative of what can be dene when care and 
thought are given to a display. Both these are Spring windows. Sea¬ 
sonable goods are displayed in a mighty attractive way. The selling 
value of these windows is readily apparent 



168 







































DS~CANNeD FO 


A Canned Foods Week window display in one of the finest Chicago stores 
illustrates how such an event can be made a real selling force. A 
window of this kind, backed up by real selling force, is always worth 

while 



Another window in which canned foods are displayed to good advantage 
with other merchandise is shown here. The combination of this high 
class merchandise conveys a message to lovers of quality merchandise 

169 



























An unusual effect is secured in this window by an enterprising grocer 
who took the time and effort to build two houses of his quality canned 
foods. This window attracted attention, as well it might 



Flour is not the easiest commodity to display attractively, but this 
grocer has overcome any difficulties and produced a sales-producing 

display 

170 















A plain background gives this display of canned goods a good setting. 
The display is simple and quiet, yet particularly effective—which, of 
course, is the goal of the window trimmer 



In this window canned foods are featured for quantity sales of quality 
products. A mightv attractive color combination is secured by the 
pergola which is appropriately decorated 


171 






















OtAf^ES 


75 


/ ■” California 


Ws is OranaeWeek 


This is OranqeWeck 


** **& T® 


■ 


Two displays of fresh fruits are shown here, one featuring Orange Week 
in an effective way, and the other showing a large quantity of fruits 
which are arranged in a pleasing display 



172 






























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174 






























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How the grocer’s window can be used effectively to feature specialty 
manufacturers’ products is illustrated in this and the following page. 
All manufacturers gladly furnish display helps which enable the grocer 
to give a window entirely over to that product occasionally. Such 

windows pay 



178 






























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How to feature a profitable side-line 
in a window is shown in this dis¬ 
play. This attractive cabinet of half 
soles builds extra profits for many 
grocers 


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* • *r • 


PART ONE 
The Grocery Store 

Chapter One—The Modem Store Front. 9 

Chapter Two—Preventing Window Frosting. 14 

Chapter Three—Lighting the Show Window. 16 

Chapter Four—Show Card Writing. 19 

Chapter Five—Photographing the Show Window.*23 

Chapter Six—Planning the Store. 24 

PART TWO 

Window Displays and Trims 

CHAPTER ONE—Trims for All Holidays. 37 

A Display for Old King Santa Claus. .... 37 

A Window for Christmas Trees. 38 

An Eleventh Hour Christmas Window.. 39 

A Christmas Tree Design. .. 40 

Featuring Christmas Dried Fruits. 41 

Santa Claus in Silhouette. 42 

Wanted—A New Tenant... 42 

Thanksgiving Menu Suggestions. 44 

Fattening the Thanksgiving Turkey. 45 

An Unusual Thanksgiving Window. 46 

Thanksgiving Harvest Display. 47 

A New Year's Resolution Window... 47 

Unusual New Year’s Horn Window. 49 

Illuminated Easter Display. 49 

A Display for Easter Time. 51 

The Easter Lily Display..... .. 52 

A Window for Lincoln’s Birthday..... 53 

Lincoln Window Timely Display Feature. 54 

The Lincoln Log Cabin Window.. 55 

Camp Scene for Washington’s Birthday. 56 

A Window for Washington’s Birthday.. 57 

Decorating for the Fourth of July. 58 

July Fourth Display to Catch the Trade. 59 

Beverages for the July 4th Display. 60 

The Window for Memorial Day. 61 

Flag Day Display. 62 

A Window for St. Valentine’s Week.... 62 

St. Valentine’s Day Display. 64 

Sales Winning Plan for St. Valentine’s. 65 

Hallowe’en Offers Many Display Ideas. 66 

Dress Up the Window for a Hallowe’en Sale. 67 

Hallowe’en Witch Display. 68 

Apple Hallowe’en Window Decoration. 69 

Banner Trim for St. Patrick’s Day. 70 

Window for St. Patrick's Day. 71 

Display in Honor of Mothers’ Day.•... 72 

Window for Armistice Day... 73 


180 














































Contents 


CHAPTER TWO—Timely Window Displays. 74 

Making Way for House Cleaning. 74 

The Window for Wash Day. 75 

The Large Flatiron Display.. 75 

To Sell Washday Goods. 77 

Illustrating the Change of Seasons. 78 

The Window of the May Pole. 79 

A Window for May Day. 80 

Ring Up Sales by Showing Bride’s Window. 81 

A Hot Weather Hammock Window. 82 

Fish Products Offer Timely Display Idea. 83 

The Window of the Red Cross. 84 

Lawn Party Trim Invites Attention. 85 

Groceries for a Rainy Day Aptly Displayed. 86 

Baseball Diamond Display for Scoring Hit.. 87 

“Classy” Display Solves School Lunch Problem. 88 

A Window for the Summer Traveler. 89 

CHAPTER THREE—Displays for Canned Foods. 90 

Placard Cut-Out Window Display. 90 

The Window of the Diagonals.. 91 

Contrasting Fresh Fruits with New Pack. 92 

The Hanging Pyramids.. 93 

Canned Foods Form Pleasing Floor Array. 94 

Baked Beans and Soups in Combination Plan. 95 

Shelf to Table Window Tells the Story. 96 

Placard Window Makes Attractive Display. 97 

An Idea in Perspective for Canned Foods. 98 

Featuring Canned Fish in the Window. 99 

Let the Goods Speak for Themselves. 100 

CHAPTER FOUR—Displays of Package Goods. 101 

The Window of the Big Carton. 101 

A Criss-Cross Window for Cartons. 102 

Column Arrangement Makes Imposing Display. 103 

Arch Window Display of Breakfast Foods. 104 

The Carton Wheels Display. 105 

Layout for Bottles and Cartons.. 106 

An Artistic Carton and Bottle Plan... 107 

The Window of the Solid Pack. 108 

The Semi-Circle Carton Display... 109 

CHAPTER FIVE—Flour and Baking Material Trims. 110 

A Mill Window for Flour Sale.••. 110 

Attractive Window That Attracts the Cook. Ill 

Corn Meal Timely Window Display. 112 

A Baking Accessories Display Window.. 112 

A Window Help to Push Flour Sales. 114 

Flour, Bread and Butter Display.... 115 

Flour Department Window...;. 116 

Your Baking Powder in a Strong Display... 116 

Featuring Cereals in the Window Display. 118 

The Window of the Flour Mill.• •. 119 


181 





















































Contents 


CHAPTER SIX—Displays for Coffee and Tea.' 1 20 

At the Sign of the Coffee Pot.;... 120 

Oriental Setting for Tea or Coffee Display.. 121 

For Larger Coffee and Tea Sales. 122 

Catchy Layout for Coffee and Tea Window. 123 

CHAPTER SEVEN—Display Ideas for Dairy Products. 124 

A Display for Butter and Egg Sale.^ 124 

Nest Plan for the Egg Display. 125 

Building the Dairy Products Window. 126 

Butter and Eggs in Seasonable Array. 127 

A Window for Butter, Eggs and Cheese. 128 

Building the Butter and Egg Display. 129 

CHAPTER EIGHT—Displays of Bottled Goods. 130 

Running Beverage Window. 130 

Framework Display for Bottled Goods.. 131 

Hot Weather Fountain Window. 132 

Novel Feature for an Olive Arrangement. 133 

Lighted Display Gives Brilliant Effect. 134 

Unusual Soft Drink Display. 135 

CHAPTER NINE—Fruit and Dried Fruit Displays. 136 

Making the “Fan” Dried Fruit Window. 136 

Display of Fruit Forms Star Arrangement. 137 

Pleasing Display of Dried Fruits. 138 

Window Dressed to Sell Dried Fruits... 139 

CHAPTER TEN—Displays of Miscellaneous Foods. 140 

Derrick Window to Feature Oils. 140 

Revolving Disc Window for Bottled Goods. 141 

Macaroni Window Timely Display. 142 

Breakfast Foods Timely Display Suggestion. 143 

Featuring Waffle Materials. 144 

Display for Cleaners. 145 

Show Window Displays Tropical Products.. .. 146 

Gelatine and Fruit for Trim Display. 147 

Heat Producing Food Display.. 148 

Mixed Goods Display Built to Enlist Orders. 149 

CHAPTER ELEVEN—Novelty Displays and Trims. 151 

The Window of the Scales.. 151 

A New Line Window Display. 152 

A Unique Balloon Window.. 153 

The Curtain Drops and Opens. 154 

A Radio Window Is Timely. 155 

Window of Performing Packages....... 157 

A Growing Window for Growing Business. 159 

Signal Display to Stop and Buy. 160 

A Revolving Display Shelf Feature.. 161 

Artistic Setting Creates Consumer Interest... 162 

Telephone Window to Advertise Service.... 163 

Clever Circular Pattern Window. 164 

PART THREE 
Window Display Photographs 

Actual photographs of successful windows.. 165 

182 






















































The Modern G rocer 

“PUTS ON /I FRONT ” 
but if fie is a wise man fie makes 
sure of tfie product behind 
fiis window display. 

In ibis country there is, perhaps, 
one high-grade line of teas 
and coffees about which the 
merchant is never in doubt. 
This line is backed by a 
firm whose business integrity 
is a byword among the trade ; 
a friendly, helpful outfit that 
combines modern ideas with 
old fashioned honesty. 

You’ve probably guessed 
the name — 

Chase & Sanborn 

CHICAGO 

Boston 


Montreal 





REFRIGERATORS for ALL PURPOSES 




Ljroars 


It is the patented system of refrigeration that produces 
a constant circulation of cold, dry air through every 
compartment of the McCray refrigerator. That is why 
the McCray keeps food longer, reducing the grocer’s spoil¬ 
age loss to a minimum and keeping his stock fresh and 
presentable. 

The patented McCray system of construction and the 
best possible insulating materials used in McCray 
walls, insure thorough refrigeration. Every pound of 
ice exerts its utmost cooling power. 

This is why grocers, in particular, choose the McCray. 
For more than 30 years McCray refrigerators have been 
meeting every refrigeration need efficiently and eco¬ 
nomically. Today in thousands of stores and markets 
McCray refrigerators, coolers and display case refrig¬ 
erators are eliminating spoilage waste and increasing 
profits by their attractive display features. 

There are sizes and styles for all purposes, for stores 
and markets, residences, hotels, hospitals and institu¬ 
tions. Our Service Department will submit plans for 
specially built equipment, without obligation. 

Send For This Free Book. In it your refrigeration 
problems are discussed and the complete McCray line 
illustrated and described. No obligation, merely send 
the coupon now. Askaboutour Easy Payment Plan. 


McCray V*. /J< 


McCray A#. 


McCray Refrigerator Co. 


29 Lake St., Kendallville, Ind. 

Salesrooms in all Principal Cities 


_No. 73 for Grocers and Delicatessens; 

_No. 52 for Hotels, Restaurants, Hospitals and Institutions; 

_No. 64 for Meat Markets: -No. 96 for Residences; 

_No. 76 for Florists. 


NAME ... 
ADDRESS 







































































































A Combination 
Display 

in your window is worth more to you 
than a single line trim. 


Swans Down Cake Flour 

displayed, as shown below, with the other cake 
baking ingredients, such as extracts, baking powder, 
chocolate, spices, nuts, cocoanut, etc., pull from 
335.00 to $40.00 worth of ingredient business for 
every case sold. It’s worth while going after. 



Use: 

Swans Down 
For alu 
Vo ur CAKES 


Bake Better 
Cak£ 

WITH 

owansDown 


aU.n .. 

1.1 OUTER 

Whiter 

Finer 


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in 

Bj... 


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All this attractive color advertising free on request 

Send in today and let SWANS DOWN CAKE 
FLOUR make your window work harder for you. 


IGLEHEART BROTHERS 

ESTABLISHED 1856 EVANSVILLE, INDIANA, U. S. A. 




























The Case at Left is 
Sherer All-Purpose 
Case No. 142. 

The Counter at the Right is Sherer 
Grocery Display Counter with New Style Front. 


“INSIDE” WINDOWS 

What do your customers see after you have coaxed 
them in? 

Is every single item you have for sale displayed 
as attractively as in the picture above? 

\ 

And can you keep your stock protected from dust 
and dirt and yet show a sample of every item under 
the glass windows of counters and cases such as 
those shown. 

We make a complete line of display equipment for 
the retail grocer. Our catalog M shows many styles 
in addition to those shown above. 

Write for it today. 

SHERER GILLETT GO. 

Seventeenth and Clark 


Chicago 













A Window Salesman 



If you are the proud owner of a SHERER GROCERY 
DISPLAY COUNTER you will want one of these beautiful 
Window Display Pockets in your show window. 

It is built in the same way as the regular display pockets 
in the new style SHERER COUNTER. 

Samples of five different SPECIALS can be shown in this 
window salesman—each under glass and protected from dirt. 

You thus show an appetizing sample of some attractive 
goods. You make it easy for the passer-by to come in and 
ask about or order some prunes “ like those in the window.” 

With a little card—about some new item—every day or 
two you should be able to keep the folks looking at your 
Window Salesman. 

Our new Prunes look good and taste better. 

Tart Dried Apples—the Pie Kind—Try ’em. 

Oh, Yes! Beans: This kind and others—inside. 

Length, 21 inches; height, 11 inches; width at base, 4 y 2 inches. 
Front slopes back at proper angle to make fine display. Made 
of oak golden finish. Word ^‘Specials” in black and gold on red 
background. Five separate displays, adjustable to small goods 
like beans, apricots, etc., or to nuts, lemon peel, citron, etc. 

We are making a special price on this Window Salesman to 

owners of SHERER COUNTERS and to all retailers who believe 

in the value of WINDOW DISPLAY. 

Ask Department M-W for price. 

SHERER GILLETT COMPANY 

17th and Clark St. Chicago 
























SOLID COPPER 

OUT 


If you plan to build or remodel let us help you decide 
upon the type of store front best suited to your store. 
There are more than 260,000 Kawneer Store Fronts. 
You will find them everywhere. Just ask the man 
behind one what he thinks of a Kawneer store front as 
a sales getter. Our new 

‘Hook of ‘Designs 

shows a large number of types of store fronts. It 
will help you select the design best suited for your 
requirements. We will gladly send you a copy 
if you are interested in improving your store. 


THE 


r SnZ 


COM P A N V 

niles michican 















































































































































































































































































































































RUMFORD 

The Wholesome 

Baking Powder 

A Perfectly Satisfactory Product 

that Pays a Satisfactory Profit 

Render a practical service to your customers by 
recommending the use of Rumford Baking Powder. 

Its purity appeals to the careful 
housewife; its economy appeals 
to the thrifty; the healthful di¬ 
gestible biscuits, rolls and cakes 
it makes, save waste and con¬ 
tribute to the health of the family. 

The use of Rumford Baking 
Powder by your customers, as 
well as in your own family, in¬ 
sures uniform success in home-baking, and your 
recommendation will result in further sales to your 
pleased and satisfied trade. 



jHlMFORJL 



»n baling qoahO 


i u.ert to* 

works. 

^^^^Ol lnTTrrrrnTTrTII l 


THE RUMFORD COMPANY 

Providence, R. I. 





































































































































































































































































































































































































































Leather is a profitable 
line for the Grocer 



This new 


DISPLAY CABINET 

— insures good profit and rapid turnover. Contains an 
assortment of Half-Soles and strips retailing for $25.00. 

Your jobber can supply you. 

FREE SAMPLE 

In order that you may become thoroughly familiar with 
LION quality, we will send you FREE a sample pair of 
LION TAPS. Simply give us the name and address of 
your jobber on your letter head or bill head. 

DO (T NOW! 

WILDER & COMPANY 

226-228 W. LAKE ST. CHICAGO, ILL. 







V 



Keep 

them on 

hand 



K 




Sell Fast 


Take-hom-a Biscuit split-in-two 
without crumbling, which makes 
it ideal for sandwiches or to serve 
with soups, salads, cheese, beans, 
milk, and many other foods. 

Let one of our Sunshine Sales¬ 
men tell you how thousands of 
merchants are making greater 
biscuit profits the Sunshine way. 

Write or ’phone us today. 


|oo sE-\yiLES ppscurr Q>mpany 
CHICAGO 

Bakers of Sunshine Biscuits 

Branches in Over too Cities 


Tak-hom-a Biscuit 


The Sunshine Soda Cracker 







Do Your Show Windows 

Work for You? 







The Jove No. 600 Reflector to he used with 
100 or ijo watt lamp. 


T HEY will—when you light them econom¬ 
ically with X-RAY REFLECTORS. 
Your windows will work for you all day long 
and many hours after dark! 


Thousands of merchants are using X-RAY 
REFLECTORS today because they have 
been “standard” for twenty-six years. They 
mean more light in your window at lover 
cost of current. 


LIGHT YOUR SHOW WINDOWS WITH 



“Standard for Show Window Lighting” 


NATIONAL X-RAY REFLECTOR CO. 

CHICAGO 

New York 235 W. Jackson Blvd. Los Angeles 


A Sales Idea for Five Cents 

I N every issue of The Modern Grocer* 
Chicago, appears at least one idea for a 
sales compelling display window. It’s a busi¬ 
ness paper, weekly, full of vital information 
on buying, selling, store management, mar¬ 
kets, news—everything a grocer needs—all for 
$2.50 a year—five cents a week. Subscribe 
today for The Modern Grocer, Chicago— 
and for at least one other— 

BUSINESS PAPER 






























o 008 931 938 9 




as a 

playing in your store windows 


* 




and profit by the acknowl¬ 
edged superiority of these 


















































